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
Abstrak — 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.
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