Persepsi Penggunaan Customer Service Berbasis Manusia Dibandingkan Dengan Customer Service Berbasis Kecerdasan Buatan (AI)

Amarudin, Muhammad (2026) Persepsi Penggunaan Customer Service Berbasis Manusia Dibandingkan Dengan Customer Service Berbasis Kecerdasan Buatan (AI). Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perkembangan teknologi Artificial Intelligence (AI) telah membuka peluang baru dalam peningkatan kualitas layanan pelanggan, khususnya pada industri kecantikan dan skincare yang ditandai dengan persaingan tinggi serta tuntutan layanan yang cepat dan responsif. Penelitian ini bertujuan untuk menganalisis perbandingan persepsi pelanggan terhadap layanan Customer Service (CS) berbasis manusia dan CS berbasis AI pada perusahaan yang telah mengimplementasikan digitalisasi layanan pelanggan. Penelitian menggunakan pendekatan kuantitatif dengan metode komparatif untuk membandingkan persepsi pelanggan terhadap kedua jenis layanan tersebut. Pengumpulan data dilakukan melalui kuesioner yang disebarkan kepada pelanggan yang memiliki pengalaman menggunakan layanan customer service. Instrumen penelitian mencakup beberapa dimensi persepsi pelanggan, antara lain kepuasan, kecepatan layanan, kemudahan akses, pengalaman penggunaan, persepsi usia, dan frekuensi pembelian. Analisis data dilakukan menggunakan uji statistik non-parametrik yang disesuaikan dengan karakteristik distribusi data. Hasil penelitian menunjukkan adanya perbedaan persepsi pelanggan antara layanan CS berbasis manusia dan CS berbasis AI pada sebagian besar dimensi yang diuji, sementara pada dimensi frekuensi pembelian tidak ditemukan perbedaan yang signifikan. Secara umum, layanan CS berbasis AI memperoleh penilaian yang lebih tinggi, khususnya dalam aspek kecepatan, ketersediaan layanan, dan kemudahan penggunaan. Temuan ini menunjukkan bahwa pemanfaatan AI berpotensi meningkatkan efisiensi dan kualitas layanan pelanggan. Implikasi manajerial penelitian ini menekankan pentingnya penguatan layanan berbasis AI yang didukung oleh model layanan hybrid untuk mengombinasikan keunggulan teknologi dengan empati layanan manusia. Selain itu, penelitian ini turut mendukung pencapaian Tujuan Pembangunan Berkelanjutan, khususnya pada aspek inovasi dan penguatan infrastruktur industri melalui pemanfaatan teknologi digital.
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The development of Artificial Intelligence (AI) technology has created new opportunities to enhance service quality, particularly in the beauty and skincare industry, which is characterized by intense competition and increasing demand for fast and responsive services. This study aims to analyze the comparative perceptions of customers toward human-based Customer Service (CS) and AIbased Customer Service in companies that have implemented digitalized customer service systems. A quantitative approach with a comparative method was employed to examine differences in customer perceptions between the two service types. Data were collected through a questionnaire distributed to customers who had prior experience using customer service. The research instrument covered several perception dimensions, including satisfaction, service speed, ease of access, user experience, age perception, and purchase frequency. Data analysis was conducted using non-parametric statistical tests to accommodate the characteristics of the data distribution. The results indicate that there are significant differences in customer perceptions between human-based and AI-based customer service across most of the evaluated dimensions, while no significant difference was found in the purchase frequency dimension. Overall, AI-based customer service received higher evaluations, particularly in terms of service speed, availability, and ease of use. These findings suggest that the implementation of AI has strong potential to improve efficiency and service quality. The managerial implications highlight the importance of strengthening AI-based customer service supported by a hybrid service model that integrates technological advantages with human empathy. Furthermore, this study contributes to the achievement of the Sustainable Development Goals, particularly in the areas of innovation and industrial infrastructure through the adoption of digital technologies.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Artificial Intelligence, Customer Service, Persepsi Pelanggan, Layanan Digital, Inovasi Teknologi, Customer Perception, Digital Services, Technological Innovation.
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HM Sociology T Technology > T Technology (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Muhammad Amarudin
Date Deposited:	29 Jan 2026 00:53
Last Modified:	29 Jan 2026 00:53
URI:	http://repository.its.ac.id/id/eprint/130912

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