Kepercayaan Konsumen dalam Ekonomi Digital: Tinjauan Integratif tentang Etika AI, Pemasaran Digital, dan Keberlanjutan
DOI:
https://doi.org/10.37385/ceej.v7i1.11493Keywords:
Ekonomi Digital, Kepercayaan Konsumen, Etika AI, Pemasaran Digital, KeberlanjutanAbstract
Penelitian ini bermaksud untuk menunjukkan bagaimana konsumen membangun kepercayaan dalam ekonomi digital (terutama AI, platform digital, serta praktik berbasis data) melalui kacamata etika. Meskipun terdapat beberapa penelitian yang berfokus pada etika dalam pengembangan dan pemasaran teknologi digital, masih terdapat kekurangan pemahaman yang terintegrasi yang menghubungkan teknologi, baik praktik organisasi maupun kepercayaan konsumen. Hal ini konsisten dengan pendekatan tinjauan naratif untuk tinjauan eksploratif, yaitu: suatu kajian eksploratif retrospektif yang menelaah literatur multidisiplin dalam etika bisnis, pemasaran, sistem informasi, dan keberlanjutan dari tahun 2020–2025. Hasil sintesis mencakup empat bidang: kesenjangan bias algoritmik dan transparansi AI; ketidaksesuaian antara keberlanjutan dan sistem produksi digital; isu akuntabilitas yang dihasilkan dari pemasaran berbasis data; serta dinamika kepercayaan dalam ranah konsumen, yang mencakup pembentukan dan fragmentasinya. Hasil yang disajikan dalam penelitian ini menunjukkan bahwa tantangan etis tidak bersifat terisolasi, dan bahwa dalam konteks ini isu-isu etis bekerja sebagai sebuah sistem. Kegagalan etis di satu bagian dari ekosistem digital dapat bergema melalui seluruh komponennya, memperkuat prasangka yang terus mengikis apa yang diyakini sebagai adil atau transparan serta pada akhirnya menghancurkan kepercayaan terhadap organisasi dan melemahkan legitimasi mereka. Makalah ini menyajikan kerangka konseptual multidimensi di mana kepercayaan konsumen muncul dari kesetaraan moral lintas-domain. Kerangka ini memanfaatkan beberapa model yang telah ada terkait dengan kepercayaan digital; sekaligus menekankan tata kelola etis sebagai kapabilitas strategis untuk mengurangi risiko yang didorong oleh teknologi. Implikasi penelitian menegaskan bahwa strategi digital harus didasarkan pada prinsip transparansi, keadilan, dan keberlanjutan agar kepercayaan dapat terjaga serta memperoleh keunggulan kompetitif jangka panjang.
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