Hyper-Personalization Berbasis AI Agents: Dampaknya Terhadap Loyalitas Konsumen Generasi Z Dan Milenial Di E-Commerce Indonesia
Keywords:
Hyper-Personalization, AI Agents, Loyalitas Konsumen, Generasi Z, MilenialAbstract
Penelitian ini bertujuan untuk mengeksplorasi pengalaman Generasi Z dan Milenial terhadap hyper-personalization berbasis AI agents dalam e-commerce Indonesia serta memahami bagaimana pengalaman tersebut membentuk loyalitas konsumen. Penelitian ini menggunakan pendekatan kualitatif fenomenologis dengan wawancara semi-terstruktur terhadap konsumen Gen Z dan Milenial yang aktif menggunakan platform e-commerce atau social commerce. Data dianalisis menggunakan thematic analysis untuk mengidentifikasi pola pengalaman, persepsi, dan respons emosional konsumen terhadap rekomendasi personal, chatbot, promosi otomatis, dan interaksi berbasis algoritma. Temuan menunjukkan bahwa hyper-personalization berbasis AI agents dapat memperkuat loyalitas ketika konsumen memersepsikannya sebagai relevan, membantu, responsif, dan dapat dipercaya. Personalisasi mampu mengurangi upaya pencarian, meningkatkan efisiensi belanja, serta mendorong keterikatan berulang dengan platform. Namun, loyalitas tidak terbentuk secara otomatis karena konsumen juga menghadapi ambivalensi algoritmik, terutama terkait privasi, transparansi data, dan perasaan diawasi oleh sistem. Ketika personalisasi dianggap terlalu intensif, invasif, atau manipulatif, kepercayaan konsumen dapat melemah. Studi ini menegaskan bahwa loyalitas dalam e-commerce berbasis AI merupakan hasil dari negosiasi antara manfaat personalisasi, kepercayaan algoritmik, pengalaman emosional, persepsi kontrol, dan kekhawatiran privasi. Implikasi praktisnya, platform e-commerce perlu merancang AI agents yang relevan, transparan, etis, dan tetap memberi ruang kendali bagi konsumen.
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