Pengalaman Menggunakan Chatbot Dan Pemahaman Algoritma Iklan Berbasis Kecerdasan Buatan Sebagai Pengalaman Merek Menggunakan Pendekatan Analisis Naratif (Studi terhadap Konsumen Shopee di Kota Bandung Tahun 2025)
Abstract
Penelitian ini bertujuan untuk menganalisis dan memahami pengalaman merek (brand experience) yang dibentuk oleh interaksi konsumen dengan teknologi Kecerdasan Buatan (AI) pada platform e-commerce Shopee. Fokus penelitian ini adalah pada dua digital touchpoints utama: chatbot AI untuk layanan pelanggan dan algoritma iklan berbasis AI yang mempersonalisasi konten promosi. Menggunakan pendekatan kualitatif dengan metode analisis naratif, penelitian ini mengumpulkan data melalui kuesioner esai dari responden yang berdomisili di Kota Bandung dan memenuhi kriteria sebagai pengguna aktif Shopee. Hasil penelitian menunjukkan bahwa pengalaman konsumen dengan AI bersifat dualistis dan paradoks: sebagian besar responden mengapresiasi responsivitas chatbot (70%) dan relevansi iklan (65%), tetapi di saat yang sama, mereka juga menyuarakan kekhawatiran terhadap ketidakakuratan chatbot (45%) dan privasi data (50%). Analisis tematik juga sebagai bagian dari proses analisis naratif untuk mengidentifikasi lima tema kunci, termasuk dualisme responsivitas-akurasi chatbot dan paradoks relevansi-privasi iklan. Temuan ini membentuk pemahaman bahwa brand experience di era AI bersifat dinamis dan kontekstual, di mana teknologi menciptakan nilai sekaligus ketegangan. Implikasi bagi Shopee adalah perlunya keseimbangan antara inovasi teknis, transparansi data, dan desain interaksi yang mempertahankan dimensi manusiawi.
Kata kunci— Kecerdasan Buatan, Chatbot AI, Algoritma Iklan, Pengalaman Merek, Analisis Naratif.
References
Adam, M., Wessel, M., & Benlian, A. (2021). Ai-Based Chatbots In Customer Service And Their Effects On User Compliance. Electronic Markets, 31(2), 427– 445. Https://Doi.Org/10.1007/S12525-020-00414-7
Ajzen, I. (1991). The Theory Of Planned Behavior. Organizational Behavior And Human Decision Processes, 50(2), 179–211. Https://Doi.Org/10.1016/0749- 5978(91)90020-T
Badan Pusat Statistik. (2024). Statistik Ekonomi Digital Indonesia 2024. Bps-Ri.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal Of Marketing, 73(3), 52–68. Https://Doi.Org/10.1509/Jmkg.73.3.52
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation And Practice. Pearson Uk.
Cheng, M., Lu, Y., & Chan, S. H. (2024). The Role Of Perceived Empathy And Personalization In Shaping User Trust And Intention To Use Ai Chatbots. Journal Of Business Research, 168, 114251.
Davis, F. D. (1989). Perceived Usefulness, Perceived Ease Of Use, And User Acceptance Of Information Technology. Mis Quarterly, 13(3), 319–340. Https://Doi.Org/10.2307/249008
Denzin, N. K., & Lincoln, Y. S. (2009). Handbook Of Qualitative Research. Yogyakarta: Pustaka Pelajar.
Dix, A., Finlay, J., Abowd, G. D., & Beale, R. (2004). Human-Computer Interaction (3rd Ed.). Prentice Hall.
Festinger, L. (1957). A Theory Of Cognitive Dissonance. Stanford University Press.
Gaur, L. (2024). From Algorithms To Ethics: Xai’s Impact On E-Commerce (Pp. 117–135). Springer Nature. Https://Doi.Org/10.1007/978-3-031-55615-9_8
Kantar & Lazada. (2024, Desember 23). Riset: Orang Indonesia Mulai Pakai Chatbot Ai Saat Belanja Online. Suara.Com. Https://Www.Suara.Com/Tekno/2024/12/23/190543/Riset-Orang-Indonesia- Mulai-Pakai-Chatbot-Ai-Saat-Belanja-Online
Keller, K. L., & Lehmann, D. R. (2006). Brand And Branding. The Marketing Science Institute.
Mccarthy, E. J. (1964). Basic Marketing: A Managerial Approach. Richard D. Irwin.
Mckinsey & Company. (2023). The State Of Ai In 2023: Generative Ai’s Breakout Year. Mckinsey. Https://Www.Mckinsey.Com/Capabilities/Quantumblack/Ourinsights/The-State-Of-Ai-In-2023-Generative-Ai-S-Breakout-Year
Nichifor, E., Trifan, A., & Nechifor, E. M. (2021). Artificial Intelligence In Electronic Commerce: Basic Chatbots And The Consumer Journey. Amfiteatru Economic, 23(56), 87–101. Https://Doi.Org/10.24818/Ea/2021/56/87
Russell, S. J., & Norvig, P. (2021). Artificial Intelligence: A Modern Approach (4th Ed.). Pearson.
Schiffman, L. G., & Kanuk, L. L. (2010). Consumer Behavior. Pearson Education
Singh, N. (2023). Ai-Driven Personalization In Ecommerce Advertising. International Journal For Research In Applied Science And Engineering Technology. Https://Doi.Org/10.22214/Ijraset.2023.57695
Song, S. W., & Shin, M. (2024). Uncanny Valley Effects On Chatbot Trust, Purchase Intention, And Adoption Intention In The Context Of E-Commerce: The Moderating Role Of Avatar Familiarity. International Journal Of Human– Computer Interaction, 40(2), 441–456. Https://Doi.Org/10.1080/10447318.2022.2121038
Soni, S. K., & Jain, S. (2025). Ai Chatbots And Their Impact On B2c Consumer Experience And Engagement. Journal Of Digital Marketing And Consumer Behaviour, 8(1), 45–58. Https://Ijarmt.Com/Index.Php/J/Article/Download/98/72
Thamma, S. R. (2025). Transforming E-Commerce With Pragmatic Advertising Using Machine Learning Techniques. International Journal Of Scientific Research In Computer Science, Engineering And Information Technology, 11(1), 394–404. Https://Doi.Org/10.32628/Cseit25111248
Thandayuthapani, S., Thirumoorthi, P., Elantheraiyan, P., Jenefa, L., & Selvakumar, M. (2024). An Exploration Of Consumer Engagement Strategies Through The Lens Of Artificial Intelligence In Marketing Personalization. In Advances In Marketing, Customer Relationship Management, And E-Services Book Series (Pp. 135–152). Https://Doi.Org/10.4018/979-8-3693-7122-0.Ch008
Wibowo, S., Hidayat, R., Suryana, Y., Sari, D., & Kaltum, U. (2020). Measuring The Effect Of Advertising Value And Brand Awareness On Purchase Intention Through The Flow Experience Method On Facebook's Social Media Marketing Big Data. In 2020 8th International Conference On Cyber And It Service Management (Citsm) (Pp. 1–5). Ieee.
Wibowo, S., Suryana, Y., Sari, D., & Kaltum, U. (2021). Marketing Performance And Big Data Use During The Covid-19 Pandemic: A Case Study Of Smes In Indonesia. The Journal Of Asian Finance, Economics And Business, 8(7), 571–578.
Wibowo, S., Suryana, Y., & Kaltum, U. (2021). Value Creation With Big Data In Marketing: An Empirical Evidence On Smes. Asian Journal Of Business And Accounting, 14(2), 173–196.
Zahara, A. N., Prabowo, A., & Wahyuni, E. S. (2024). The Effect Of Artificial Intelligence And Chatbot On Consumer Satisfaction Of Shopee Platform Users In Medan City. International Journal Of Economics And Management Research, 3(2). Https://Doi.Org/10.55606/Ijemr.V3i2.224
