CHATBOT USAGE, CONSUMER SATISFACTION, AND IMPULSE BUYING OF FASHION PRODUCTS ON SHOPEE IN JAMBI CITY

Abstract This study examined whether chatbot usage on the Shopee marketplace improves consumer satisfaction and whether that satisfaction translates into impulse buying of fashion products in Jambi City. A quantitative explanatory design was applied with purposive sampling. Primary data were collected from 116 Shopee users who had purchased fashion products and interacted with chatbot features, and the data were analyzed using Partial Least Squares Structural Equation Modeling with bootstrapping. The results show that chatbot usage has a strong and significant positive effect on consumer satisfaction. However, consumer satisfaction does not significantly affect impulse buying, chatbot usage has no significant direct effect on impulse buying, and satisfaction does not mediate the relationship between the two. These findings indicate that chatbots strengthen service satisfaction without automatically triggering spontaneous purchases, which require additional emotional, social, promotional, or urgency-based stimuli. Keywords: Chatbot usage; Consumer satisfaction; Impulse buying; E-commerce; Fashion products