Etika Komunikasi Chatbot AI dalam Layanan Konsumen E-commerce di Indonesia
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Abstract
Perkembangan kecerdasan buatan (AI) dalam e-commerce mendorong penggunaan chatbot sebagai garda depan layanan konsumen, namun menimbulkan pertanyaan mengenai etika komunikasi. Penelitian ini bertujuan mengkaji persepsi etis pengguna terhadap chatbot e-commerce di Indonesia dengan menempatkan pengalaman pengguna sebagai pusat analisis. Desain penelitian menggunakan metode campuran konvergen, menggabungkan survei kuantitatif dan pertanyaan terbuka kualitatif yang disebarkan secara daring. Sebanyak 100 responden dipilih dengan teknik purposive sampling berdasarkan kriteria usia 18–45 tahun, aktif bertransaksi daring, dan pernah berinteraksi dengan chatbot. Data kuantitatif dianalisis secara deskriptif, uji reliabilitas, serta korelasi antar dimensi, sedangkan data kualitatif dianalisis secara tematik. Hasil penelitian menunjukkan chatbot dinilai baik dalam kesopanan bahasa dan kejujuran, namun masih lemah dalam empati dan kepercayaan, terutama terkait pemahaman emosional dan keamanan data. Temuan ini menegaskan bahwa keberhasilan chatbot tidak hanya ditentukan oleh kecanggihan teknis, tetapi juga oleh kemampuannya memenuhi standar etika komunikasi yang sesuai dengan nilai universal dan kultural.
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