Pengaruh Kualitas Jasa, E-CRM, dan Implementasi AI terhadap Kepuasan Pelanggan Sewa Mobil Transgo Jakarta Timur

Swesti Mahardini; Shakilah Saraswati

doi:10.62951/epsilon.v4i2.170

Authors

Swesti Mahardini Program Studi Manajemen, STIE Y.A.I Jakarta, Indonesia
Shakilah Saraswati

DOI:

https://doi.org/10.62951/epsilon.v4i2.170

Keywords:

AI Implementation, Artificial Intelligence, Customer Satisfaction, E-CRM, Service Quality

Abstract

This study aims to analyze the influence of Service Quality, Electronic Customer Relationship Management (E-CRM), and Artificial Intelligence (AI) implementation on customer satisfaction at TransGo car rental in East Jakarta. The study covers the period from March 2025 to July 2026. A quantitative method with an associative approach was employed, and data were collected using Likert-scale questionnaires. The study population consisted of all customers who had used TransGo East Jakarta's car rental services as a finite population totaling 135 individuals. The sample size was determined using the Yamane formul resulting in 100 respondents selected via purposive sampling based on specific criteria. Data were processed using SmartPLS version 4.1, involving outer model analysis, inner model analysis, and hypothesis testing. The results indicate that Service Quality (X1) and AI Implementation (X3) have a positive and significant effect on Customer Satisfaction (Y). Conversely, E-CRM (X2) does not have a positive and significant effect on the Customer Satisfaction (Y) of TransGo service users. The study identifies Service Quality and AI Implementation as the primary factors in enhancing Customer Satisfaction (Y). The implications of this study suggest that TransGo needs to maintain and improve operational service quality, re-evaluate its E-CRM implementation strategy, and continue optimizing AI features to strengthen the company's loyalty and competitiveness.

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