Peran Inovasi Teknologi Digital Dalam Meningkatkan Customer Experience Pada Era Transformasi Digital
Abstract
Abstrak, Penelitian ini bertujuan untuk mengkaji peran inovasi teknologi digital dalam meningkatkan customer experience di era transformasi digital. Meningkatnya ekspektasi pelanggan terhadap pengalaman yang personal, responsif, dan konsisten menjadi tantangan bagi perusahaan untuk mengadopsi dan mengoptimalkan teknologi digital sebagai instrumen strategis dalam praktik pemasaran. Dengan menggunakan metode Systematic Literature Review (SLR) berpedoman pada PRISMA 2020, penelitian ini menganalisis literatur relevan yang bersumber dari Google Scholar, Garuda Kemdikbud, dan Web of Science yang diterbitkan antara tahun 2020 hingga 2025. Hasil penelitian mengidentifikasi enam bentuk inovasi teknologi digital yang paling dominan dalam membentuk customer experience, yaitu artificial intelligence, big data analytics, Internet of Things, augmented reality dan virtual reality, chatbot dan virtual assistant, serta strategi omnichannel. Di antara keenam teknologi tersebut, artificial intelligence dan omnichannel terbukti memberikan dampak paling signifikan melalui tiga mekanisme utama, yakni personalisasi layanan, integrasi kanal, serta peningkatan kecepatan dan kemudahan layanan. Customer experience yang meningkat akibat inovasi teknologi digital selanjutnya terbukti berimplikasi positif terhadap kepuasan dan loyalitas pelanggan. Penelitian ini berkontribusi melalui kerangka konseptual integratif yang menghubungkan inovasi teknologi digital, customer experience, kepuasan, dan loyalitas pelanggan, sekaligus memberikan implikasi praktis bagi perusahaan dalam merancang strategi transformasi digital yang berpusat pada pelanggan.
Kata Kunci: Customer Experience; Inovasi Teknologi Digital; Kepuasan Pelanggan; Loyalitas Pelanggan; Transformasi Digital
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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