Pengaruh Ekosistem Komunikasi Pemasaran Berbasis Kecerdasan Buatan terhadap Perilaku Konsumen
DOI:
https://doi.org/10.38035/jafm.v7i4.3893Keywords:
Interaktivitas Kecerdasan Buatan, Personalisasi Kecerdasan Buatan, Keterlibatan Konsumen, Niat Beli, SEM-PLSAbstract
Kecerdasan buatan telah mengubah komunikasi pemasaran digital, tetapi pengaruh khusus interaktivitas dan personalisasi terhadap perilaku konsumen belum sepenuhnya dipahami. Penelitian ini menguji pengaruh interaktivitas dan personalisasi berbasis kecerdasan buatan terhadap keterlibatan konsumen dan niat beli pada 190 pengguna platform digital berbasis kecerdasan buatan di Indonesia. Data dikumpulkan melalui survei daring dengan teknik purposive sampling dan dianalisis menggunakan pemodelan persamaan struktural kuadrat terkecil parsial. Hasil penelitian menunjukkan bahwa interaktivitas berpengaruh positif kuat terhadap keterlibatan konsumen (koefisien = 1,081), sedangkan personalisasi berpengaruh negatif terhadap keterlibatan (koefisien = -0,382), yang menunjukkan paradoks personalisasi dan privasi. Namun, personalisasi berpengaruh langsung positif terhadap niat beli (koefisien = 0,325). Keterlibatan konsumen memediasi sebagian hubungan antara interaktivitas dan niat beli serta memediasi secara negatif hubungan antara personalisasi dan niat beli. Penelitian ini memperluas Model Penerimaan Teknologi dengan menunjukkan bahwa dua kemampuan kecerdasan buatan dapat bekerja melalui jalur psikologis yang berbeda dan berlawanan. Pemasar digital disarankan memprioritaskan interaksi responsif, transparansi penggunaan data, dan kontrol pengguna agar personalisasi berlebihan tidak melemahkan kepercayaan dan keterlibatan konsumen.
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Copyright (c) 2026 Marchel Refrent Thomas, Cynthia Clara Jessica Pangalila, Ronny H. Walean
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