Omnichannel Bot Communication, Brand Awareness, and Purchase Intention: A Descriptive S-O-R Analysis in the GraPARI KBP Service Context
DOI:
https://doi.org/10.61194/ijss.v7i4.2801Keywords:
omnichannel bot communication, brand awareness, Purchase Intention, stimulus–organism–response, telecommunications service onAbstract
Digital transformation has increased the demand for fast, accessible, and personalized service communication, making omnichannel bot communication increasingly relevant to telecommunications customer service. This study aimed to describe response patterns related to omnichannel bot communication, brand awareness, and purchase intention among Telkomsel customers in the Kota Baru Parahyangan (KBP) service context and to organize these findings using the Stimulus–Organism–Response (S-O-R) framework. A cross-sectional descriptive quantitative survey was conducted in March 2026 using Google Forms distributed through WhatsApp. Respondents included Telkomsel customers who visited GraPARI KBP and customers from the surrounding KBP community. Non-probability recruitment resulted in 133 complete responses. Thirteen researcher-developed items were analyzed at the individual-item level using frequencies, percentages, means, and standard deviations. The findings showed that personalization had the largest observed mean among the stimulus items (M = 4.73), while ease of access recorded a lower mean (M = 3.20). Brand recall showed a highly concentrated response pattern (M = 4.96). Purchase-intention responses were less uniform, particularly for preferential/consideration intention (M = 3.11), while exploratory intention showed no response variation. The study provides context-specific empirical evidence by using S-O-R as a conceptual framework for organizing descriptive findings rather than testing causal relationships. The findings highlight the relevance of personalization and service communication while also emphasizing the need for validated multi-item measures and inferential research to examine relationships among the S-O-R domains.
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