Penerimaan Konsumen terhadap Penggunaan ChatGPT dalam Pemasaran Digital: Tinjauan Sistematis dengan Model UTAUT2
DOI:
https://doi.org/10.26623/slsi.v24i2.14095Abstract
Penelitian ini bertujuan secara sistematis menggali faktor-faktor yang mempengaruhi penerimaan konsumen terhadap teknologi kecerdasan buatan (AI) generatif, khususnya ChatGPT, dalam kerangka pemasaran digital berbasis merek. Tinjauan Literatur Sistematis (SLR) dilakukan dengan menggunakan pendekatan PRISMA, mencakup 115 artikel peer-reviewed dari enam basis data akademik utama (Scopus, Web of Science, Springer, ScienceDirect, Emerald, dan EBSCO) yang mencakup periode 2021–2025. Temuan ini mengungkapkan bahwa model UTAUT2 adalah kerangka teoritis yang paling umum digunakan dalam 70,25% penelitian, menyoroti variabel inti seperti ekspektasi kinerja, motivasi hedonik, dan pengaruh sosial. Di samping itu, faktor-faktor yang muncul termasuk kecemasan AI, kepercayaan, dan nilai emosional semakin diintegrasikan untuk memperkaya daya penjelasan model. Hasil Penelitian mengidentifikasi tiga kategori pendekatan teoretis utama: kognitif-intentional (70,25%), teori berbasis norma (4,96%), dan pendekatan multidimensional yang mengintegrasikan aspek afektif dan identitas (38,84%). Selain itu, cara menilai suatu merek ternyata memiliki pengaruh penting terhadap apakah ada keinginan menggunakan suatu teknologi, tetapi hal ini masih jarang diteliti lebih dalam dalam model-model adopsi teknologi yang sudah ada. Analisis menunjukkan ada kesenjangan kritis antara niat perilaku (behavioral intention) dan perilaku penggunaan aktual, di mana hanya 16,47% penelitian yang melacak realisasi niat ke dalam tindakan dunia nyata. Studi ini memberikan kontribusi substansial dengan memetakan kesenjangan dan mengusulkan integrasi elemen branding ke dalam kerangka kerja UTAUT2, serta Integrasi yang dimaksudkan adalah untuk mendukung strategi pemasaran lebih beresonansi secara emosional, etis, dan inklusif di era transformasi digital.
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