Perbandingan Persepsi Pelanggan Terhadap Customer Service Berbasis Artificial Intelligence dan Manusia pada Industri Kecantikan: Comparison of Customer Perceptions Toward Artificial Intelligence–Based and Human-Based Customer Service in the Beauty Industry

Muhammad Amarudin; Berto Mulia Wibawa

doi:10.57152/malcom.v6i1.2483

Authors

Muhammad Amarudin Institut Teknologi Sepuluh Nopember
Berto Mulia Wibawa Institut Teknologi Sepuluh Nopember

DOI:

https://doi.org/10.57152/malcom.v6i1.2483

Keywords:

Artificial Intelligence, Customer Service, Persepsi Pelanggan, SDGs, Wilcoxon Test

Abstract

Perkembangan Artificial Intelligence (AI) mendorong transformasi signifikan dalam layanan pelanggan, termasuk pada industri kecantikan dan skincare yang sangat kompetitif. Penerapan AI pada Customer Service (CS) memberikan peluang peningkatan efisiensi layanan dan kualitas pengalaman pelanggan. Penelitian ini bertujuan menganalisis perbedaan persepsi pelanggan terhadap layanan CS berbasis manusia dan berbasis AI di PT XYZ yang telah menerapkan digitalisasi layanan. Penelitian menggunakan pendekatan kuantitatif dengan desain komparatif berpasangan. Data dikumpulkan melalui kuesioner kepada 152 pelanggan aktif menggunakan teknik purposive sampling. Instrumen terdiri dari 48 pernyataan yang mencakup enam dimensi persepsi: kepuasan, kecepatan layanan, kemudahan akses, pengalaman penggunaan, persepsi usia, dan frekuensi pembelian. Uji hipotesis dilakukan menggunakan Wilcoxon Signed Rank Test karena data tidak berdistribusi normal. Hasil penelitian menunjukkan adanya perbedaan persepsi yang signifikan pada lima dari enam dimensi, kecuali frekuensi pembelian. Layanan CS berbasis AI memperoleh penilaian lebih tinggi terutama pada kecepatan respons, ketersediaan layanan, dan kemudahan penggunaan. Secara teoretis, hasil ini memperkuat Technology Acceptance Model (TAM) dalam konteks layanan CS berbasis AI. Secara praktis, penelitian ini merekomendasikan penerapan model layanan hybrid yang mengombinasikan efisiensi AI dan empati CS manusia, serta mendukung pencapaian SDGs nomor 9 tentang inovasi industri.

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