Analisis Service Dominant Logic Komunikasi Manusia vs Chatbot di Angkasa Pura Bandara Adi Soemarmo

Gladys Berlian Sulistya; Yune Andryani Pinem

doi:10.54914/jit.v11i1.1713

Penulis

Gladys Berlian Sulistya Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta
Yune Andryani Pinem Sekolah Tinggi Teknologi Kedirgantaraan Yogyakarta

DOI:

https://doi.org/10.54914/jit.v11i1.1713

Kata Kunci:

Chatbot, Manusia, Pelayanan, Service Dominant Logic, Teknologi

Abstrak

Penelitian ini bertujuan untuk menganalisis Service Dominant Logic (SDL) dalam konteks pelayanan di Angkasa Pura Bandara Adi Soemarmo, dengan fokus pada perbandingan antara komunikasi manusia dan Chatbot. Urgensi penelitian ini berangkat dari meningkatnya pemanfaatan teknologi digital seperti Chatbot dalam layanan informasi yang berpotensi mengubah pola interaksi dan memengaruhi kualitas pengalaman penumpang. Ketidakseimbangan antara ekspektasi dan pengalaman layanan informasi yang diberikan oleh manusia maupun Chatbot dapat berdampak langsung terhadap kepuasan pelanggan dan efektivitas proses bisnis di bandara, seperti manajemen waktu, efisiensi operasional, serta loyalitas penumpang. Penelitian ini menggunakan pendekatan kuantitatif dengan populasi penumpang bandara tahun 2016–2023, dan sampel sebanyak 100 responden yang diambil menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis secara deskriptif serta uji Chi-square menggunakan SPSS. Hasil penelitian menunjukkan bahwa pelayanan komunikasi manusia unggul pada dimensi value co-creation dengan skor tertinggi 1754, sedangkan Chatbot unggul pada dimensi service exchange dengan skor 865. Uji Chi-square menunjukkan hubungan signifikan antara kedua jenis komunikasi (p < 0,05). Temuan ini merekomendasikan integrasi strategis antara komunikasi manusia dan Chatbot untuk meningkatkan kepuasan dan efisiensi layanan di sektor transportasi udara.

Unduhan

Data unduhan belum tersedia.

Referensi

[1] A. D. Samala et al., "Top 10 most cited articles concerning blended learning for introductory algorithms and programming: A bibliometric analysis and overview," International Journal of Interactive Mobile Technologies, vol. 17, no. 5, 2023. DOI: https://doi.org/10.3991/ijim.v17i05.36503

[2] A. S. Pratama et al., "Pengaruh Artificial Intelligence, Big Data dan Otomatisasi Terhadap Kinerja SDM di Era Digital," Jurnal Publikasi Ilmu Manajemen, vol. 2, no. 4, 2023. DOI: https://doi.org/10.55606/jupiman.v2i4.2739

[3] N. Yudistira, "Peran Big Data dan Deep Learning untuk Menyelesaikan Permasalahan Secara Komprehensif," EXPERT: Jurnal Manajemen Sistem Informasi dan Teknologi, vol. 11, no. 2, p. 78, 2021. DOI: https://doi.org/10.36448/expert.v11i2.2063

[4] M. H. Kurniawan et al., "Artificial Intelligence (AI) in Nursing Services: A Literature Review," Faletehan Health Journal, vol. 10, no. 01, pp. 77–84, 2023. DOI: https://doi.org/10.33746/fhj.v10i01.556

[5] F. D. Cahyarini, "Implementasi Digital Leadership dalam Pengembangan Kompetensi Digital pada Pelayanan Publik," Jurnal Studi Komunikasi dan Media, vol. 25, no. 1, p. 47, 2021. DOI: https://doi.org/10.31445/jskm.2021.3780

[6] I. Molenaar, Personalisation Of Learning: Towards Hybrid Human-AI Learning Technologies, OECD Publishing, Paris, 2021.

[7] M. Ashfaq, J. Yun, S. Yu, dan S. M. C. Loureiro, "I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents," Telematics and Informatics, vol. 54, p. 101473, 2020. [Online]. Tersedia: https://doi.org/10.1016/j.tele.2020.101473 DOI: https://doi.org/10.1016/j.tele.2020.101473

[8] K. Kamal, Chatbot: Panduan untuk pemula dan pemilik bisnis di Indonesia. Botika, 2022.

[9] M. N. R. Hadjam, "Efektivitas pelayanan prima di rumah sakit," Jurnal Psikologi, vol. 1, no. 2, pp. 105–115, 2016.

[9] W. A. Saputro, K. Kusrini, dan E. T. Luthfi, "Tinjauan literatur sistematis Chatbot untuk pelayanan pelanggan," Jurnal Informa, vol. 7, no. 1, 2021.

[10] J. Hill, W. R. Ford, dan I. G. Farreras, "Real conversations with artificial intelligence: A comparison between human–human online conversations and human–Chatbot conversations," Computers in Human Behavior, vol. 49, pp. 245–250, 2015. DOI: https://doi.org/10.1016/j.chb.2015.02.026

[11] W. A. Saputro, K. Kusrini, dan E. T. Luthfi, "Tinjauan literatur sistematis Chatbot untuk pelayanan pelanggan," Jurnal Informa, vol. 7, no. 1, 2021. DOI: https://doi.org/10.46808/informa.v7i1.194

[12] B. Srivastava et al., "Personalized Chatbot trustworthiness ratings," IEEE Transactions on Technology and Society, vol. 1, no. 4, pp. 184–192, 2020. DOI: https://doi.org/10.1109/TTS.2020.3023919

[13] Lenna, Chatbot: Semua tentang Chatbot. Diakses pada 30 Januari 2023 dari: https://lenna.ai/Chatbot-semua-tentang-Chatbot/, 2022.

[14] M. Li dan R. Wang, "Chatbots in e-commerce: The effect of Chatbot language style on customers’ continuance usage intention and attitude toward brand," Journal of Retailing and Consumer Services, vol. 71, p. 103209, 2023. DOI: https://doi.org/10.1016/j.jretconser.2022.103209

[15] J. Jiménez-Barreto, N. Rubio, dan S. Molinillo, "How Chatbot language shapes consumer perceptions: The role of concreteness and shared competence," Journal of Interactive Marketing, vol. 58, no. 4, pp. 380–399, 2023. DOI: https://doi.org/10.1177/10949968231177618

[16] H. Y. Shum, X. D. He, dan D. Li, "From Eliza to XiaoIce: Challenges and opportunities with social Chatbots," Frontiers of Information Technology & Electronic Engineering, vol. 19, no. 1, pp. 10–26, 2018. DOI: https://doi.org/10.1631/FITEE.1700826

[17] K. Rukmayuninda dan D. Ririh, "Studi komparasi dan analisis SWOT pada implementasi kecerdasan buatan (Artificial Intelligence) di Indonesia," Jurnal Teknik Industri, vol. 15, no. 2, 2020.

[18] R. Y. Kasenda et al., "AI Chatbot untuk meningkatkan business performance," Jurnal Ilmu Komputer dan Sistem Informasi, vol. 9, no. 4, 2023.

[19] M.-H. Hsu, C.-H. Yen, C.-M. Chiu, dan C.-M. Chang, "Exploring the adoption of digital services: The role of technology affordances and meaningful interactions," Journal of Business Research, vol. 126, pp. 49–61, 2021.

[20] S. Coghlan, K. Leins, S. Sheldrick, M. Cheong, P. Gooding, dan S. D’Alfonso, "To chat or bot to chat: Ethical issues with using chatbots in mental health," DIGITAL HEALTH, vol. 9, 2023. [Online]. Tersedia: https://doi.org/10.1177/20552076231183542 DOI: https://doi.org/10.1177/20552076231183542

[21] ] C. V. Misischia, F. Poecze, dan C. Strauss, "Chatbots in customer service: Their relevance and impact on service quality," Procedia Computer Science, vol. 201, pp. 421–428, 2022. [Online]. Tersedia: https://doi.org/10.1016/j.procs.2022.03.055 DOI: https://doi.org/10.1016/j.procs.2022.03.055

[22] R. Roy dan V. Naidoo, "Enhancing chatbot effectiveness: The role of anthropomorphic conversational styles and time orientation," Journal of Business Research, vol. 126, pp. 23–34, 2021. [Online]. Tersedia: https://doi.org/10.1016/j.jbusres.2020.12.051 DOI: https://doi.org/10.1016/j.jbusres.2020.12.051

[23] L. Sanny, A. C. Susastra, C. Roberts, dan R. Yusramdaleni, "The analysis of customer satisfaction factors which influence chatbot acceptance in Indonesia," Management Science Letters, pp. 1225–1232, 2020. [Online]. Tersedia: https://doi.org/10.5267/j.msl.2019.11.036 DOI: https://doi.org/10.5267/j.msl.2019.11.036

[24] Y. Xu, J. Zhang, dan G. Deng, "Enhancing customer satisfaction with chatbots: The influence of communication styles and consumer attachment anxiety," Frontiers in Psychology, vol. 13, 2022. [Online]. Tersedia: https://doi.org/10.3389/fpsyg.2022.902782 DOI: https://doi.org/10.3389/fpsyg.2022.902782

[25] T. Hu, A. Xu, Z. Liu, Q. You, Y. Guo, V. Sinha, J. Luo, dan R. Akkiraju, "Touch Your Heart: A Tone-aware Chatbot for Customer Care on Social Media," arXiv preprint arXiv:1803.02952, 2018. DOI: https://doi.org/10.1145/3173574.3173989

[26] V. Setlur dan M. Tory, "How do you Converse with an Analytical Chatbot? Revisiting Gricean Maxims for Designing Analytical Conversational Behavior," arXiv preprint arXiv:2203.08420, 2022. [Online]. Tersedia: https://doi.org/10.48550/arXiv.2203.08420 DOI: https://doi.org/10.1145/3491102.3501972

[27] H. Jiang, Y. Cheng, J. Yang, dan S. Gao, "AI-powered Chatbot communication with customers: Dialogic interactions, satisfaction, engagement, and customer behavior," Computers in Human Behavior, vol. 134, p. 107329, 2022. DOI: https://doi.org/10.1016/j.chb.2022.107329

[28] R. Lv dan S. Chen, "The Impact of Chatbot Communication Style and Service Remedies on Consumer Adoption Intention," Frontiers in Business, Economics and Management, vol. 14, no. 1, pp. 161–166, 2024. DOI: https://doi.org/10.54097/e6vj0q02

[29] S. L. Vargo dan R. F. Lusch, "Institutions and axioms: An extension and update of service-dominant logic," Journal of the Academy of Marketing Science, vol. 44, no. 1, pp. 5–23, 2016. DOI: https://doi.org/10.1007/s11747-015-0456-3

[30] S. Wang, Q. Yan, dan L. Wang, "Task-oriented vs. social-oriented: Chatbot communication styles in electronic commerce service recovery," Electronic Commerce Research, pp. 1–33, 2023. DOI: https://doi.org/10.1007/s10660-023-09741-1

[31] W. Hardyman, K. L. Daunt, dan M. Kitchener, "Value co-creation in healthcare service delivery: Service dominant logic perspective," 2015.

[32] K. Heinonen dan T. Strandvik, "Customer-dominant logic of service," 2015.

[33] Y. Dong, J. Hou, N. Zhang, dan M. Zhang, "Research on How Human Intelligence, Consciousness, and Cognitive Computing Affect the Development of Artificial Intelligence," Complexity, vol. 2020, pp. 1–10, 2020. [Online]. Tersedia: https://doi.org/10.1155/2020/1680845 DOI: https://doi.org/10.1155/2020/1680845

[34] E. Starchl dan M. Sieberer, "Generalized Zeno effect and entanglement dynamics induced by fermion counting," arXiv preprint arXiv:2406.07673, 2024. [Online]. Tersedia: https://arxiv.org/abs/2406.07673

[35] B. El Bakkouri, S. Raki, dan T. Belgnaoui, "The Role of Chatbots in Enhancing Customer Experience: Literature Review," Procedia Computer Science, vol. 203, pp. 432–437, 2022. [Online]. Tersedia: https://doi.org/10.1016/j.procs.2022.07.057 DOI: https://doi.org/10.1016/j.procs.2022.07.057

[36] E. Kagan, B. Hathaway, dan M. Dada, "Deploying Chatbots in Customer Service: Adoption Hurdles and Simple Remedies," arXiv preprint arXiv:2504.06145, 2025. [Online]. Tersedia: https://doi.org/10.48550/arXiv.2504.06145

[37] D. Kaczorowska-Spychalska, "How chatbots influence marketing," Management, vol. 23, no. 1, pp. 251–270, 2019. [Online]. Tersedia: https://doi.org/10.2478/manment-2019-0015 DOI: https://doi.org/10.2478/manment-2019-0015

[38] Badan Pusat Statistik Kota Surakarta, Statistik transportasi udara di Bandara Adi Sumarmo 2023. Diakses dari: https://surakartakota.bps.go.id/id/publication/2024/04/26/c898a86fb260915ad5f19af4/statistik-transportasi-udara-di-bandara-adi-sumarmo-2023.html, 2024.

[39] S. L. Vargo dan R. F. Lusch, "Evolving to a new dominant logic for marketing," Journal of Marketing, vol. 68, no. 1, pp. 1–17, 2004. DOI: https://doi.org/10.1509/jmkg.68.1.1.24036

[40] C. Grönroos dan A. Ravald, "Service as Business Logic: Implications for Value Creation and Marketing," Journal of Service Management, vol. 22, no. 1, pp. 5–22, 2011. DOI: https://doi.org/10.1108/09564231111106893

[41] E. Adamopoulou and L. Moussiades, "An Overview of Chatbot Technology," in *2020 11th International Conference on Information, Intelligence, Systems and Applications (IISA)*, pp. 1-6, 2020. doi: 10.1109/IISA49643.2020.9277772.

[42] A. Kumar, R. Singh, dan S. Gupta, "The Role of 24/7 Chatbots in Enhancing Customer Satisfaction in E-commerce," Journal of Retailing and Consumer Services, vol. 64, p. 102758, 2022.

[43] A. Akman, A. Mishra, dan A. Yilmaz, "The Impact of Chatbots on Customer Satisfaction: A Study in the Retail Sector," Journal of Retailing and Consumer Services, vol. 50, pp. 1–10, 2019.

[44] Y. W. Liao, Y. C. Chen, dan C. H. Chen, "The Impact of Teacher-Student Interaction on Student Satisfaction in Online Learning," Education and Information Technologies, vol. 26, no. 2, pp. 1733–1750, 2021.

[45] C. M. K. Cheung, Z. W. Y. Lee, dan T. K. H. Chan, "The Role of Automated Systems in Customer Service: A Study of Customer Satisfaction," Journal of Service Theory and Practice, vol. 31, no. 4, pp. 789–805, 2021.