Strategi Pemasaran Digital Berbasis Artificial Intelligence terhadap Kinerja Bisnis dan Kepercayaan Konsumen: A Systematic Literature Review
DOI:
https://doi.org/10.61104/alz.v4i2.5680Keywords:
Kecerdasan buatan, kepercayaan konsumen, kinerja bisnis, pemasaran digital.Abstract
Transformasi digital telah mendorong adopsi artificial intelligence (AI) dalam strategi pemasaran digital sebagai upaya meningkatkan kinerja bisnis. Tetapi penerapan AI juga memunculkan tantangan terkait kepercayaan konsumen, terutama dalam aspek transparansi dan privasi data. Karena itu diperlukan kajian komprehensif untuk memahami hubungan antara strategi pemasaran berbasis AI, kinerja bisnis, dan kepercayaan konsumen. Penelitian ini menggunakan pendekatan Systematic Literature Review dengan mengacu pada protokol PRISMA. Penelusuran literatur dilakukan pada database Scopus, Web of Science, Google Scholar, dan IEEE Xplore dengan rentang publikasi 2020-2026. Proses seleksi dilakukan melalui tahap screening dan uji kelayakan teks penuh berdasarkan kriteria inklusi dan eksklusi. Sebanyak 12 artikel terpilih dianalisis menggunakan teknik sintesis tematik. Hasil penelitian menunjukkan bahwa strategi pemasaran digital berbasis AI secara konsisten memberikan dampak positif terhadap kinerja bisnis, termasuk peningkatan konversi penjualan, retensi pelanggan, dan loyalitas konsumen. Kepercayaan konsumen muncul sebagai variabel kunci yang memediasi hubungan antara implementasi AI dan kinerja bisnis. Faktor transparansi, explainable AI, serta perlindungan privasi terbukti berperan penting dalam membentuk kepercayaan, sementara kekhawatiran privasi dapat melemahkan hubungan tersebut. Temuan ini mengindikasikan bahwa efektivitas strategi pemasaran berbasis AI tidak bersifat langsung, melainkan bergantung pada kemampuan perusahaan dalam membangun kepercayaan konsumen secara berkelanjutan. Dengan begitu integrasi AI dalam pemasaran digital harus diimbangi dengan praktik yang transparan, etis, dan berorientasi pada perlindungan data. Penelitian ini memberikan kontribusi teoretis berupa model konseptual integratif serta implikasi praktis bagi perusahaan dalam merancang strategi pemasaran digital yang berkelanjutan.
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