Penggunaan Chatbot dalam Meningkatkan Efisiensi Layanan E-Commerce (Tokopedia Yelan Farma Pharmacy Makassar) = The Use of Chatbot in Improving Efficiency in E-Commerce Services (Tokopedia Apotek Yelan Farma Makassar)

This study analyzes the factors that influence operational efficiency at Yelan Farma Pharmacy Makassar, particularly within the context of its e-commerce operations on the Tokopedia platform. The research aimed to determine the key factors affecting efficiency and to specifically assess the contribution of chatbot implementation to both operational improvement and customer satisfaction. Based on the quantitative data analysis, it was concluded that four primary variables exert a positive and significant influence on efficiency: Customer Demand, Human Value, Marketing Campaigns, and Customer Satisfaction. Conversely, Communication Strategies were found to have a negative and significant influence. Collectively, the variables of Customer Demand, Human Value, Marketing Campaigns, and Communication Strategies explain 65.7% of the variation in efficiency at Yelan Farma Pharmacy, with the remaining 34.3% attributed to external factors. The specific research problems addressed were: 1) What are the factors that influence efficiency through the use of the Tokopedia Yelan Farma platform? 2) How does the chatbot contribute to improving operational performance? and 3) How does the chatbot enhance customer satisfaction? These findings offer strategic guidance for leveraging digital tools to optimize efficiency and service quality in the pharmaceutical retail sector.

Keyword : Operational Efficiency; E-commerce; Chatbot.