Artificial intelligence dan marketing mix 7p (people & place) dalam mempengaruhi pelayanan prima
DOI:
https://doi.org/10.30872/jakt.v20i3.13865Keywords:
AI, marketing mix, pelayanan prima, bank syariahAbstract
Penggunaan artificial intelligence (AI), menuntut perusahaan beradaptasi agar tetap eksis dalam memberikan pelayanan prima kepada masyarakat. Dibalik fenomena tergantikannya “people” dan “place” oleh AI dalam memberikan pelayanan prima, bank perlu beradaptasi dengan teknologi, termasuk PT BPRS Niaga Madani (NM). Adapun tujuan dari penelitian ini yaitu untuk mengetahui gambaran artificial intelligence dan marketing mix (people & place) dalam mempengaruhi pelayanan prima PT BPRS NM. Penelitian ini menggunakan pendekatan kuantitatif ex post facto, yang melibatkan 100 nasabah PT BPRS NM. Data dianalisis menggunakan SEM dengan alat analisis SmartPls 4.0. Hasil analisis menunjukkan bahwa ketiga variabel berpengaruh terhadap peningkatan pelayanan prima, dengan variabel marketing mix: place sebagai variabel yang dominan memberikan pengaruh.
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