Paradoks Humanisasi Chatbot Berbasis AI dengan Komunikasi Humanistik dalam Budaya Perilaku Konsumen Shopee dan Tokopedia. (The Paradox of AI-Based Chatbot Humanization with Humanistic Communication in the Consumer Behavior Culture of Shopee and Tokopedia).

Salafuddin, Muhammad Hanif (2026) Paradoks Humanisasi Chatbot Berbasis AI dengan Komunikasi Humanistik dalam Budaya Perilaku Konsumen Shopee dan Tokopedia. (The Paradox of AI-Based Chatbot Humanization with Humanistic Communication in the Consumer Behavior Culture of Shopee and Tokopedia). Masters thesis, Universitas 17 Agustus 1945 Surabaya.

Preview	Text ABSTRAK.pdf Download (1MB) | Preview
	Text BAB 1.pdf Restricted to Repository staff only Download (227kB) | Request a copy
	Text BAB 2.pdf Restricted to Repository staff only Download (295kB) | Request a copy
	Text BAB 3.pdf Restricted to Repository staff only Download (208kB) | Request a copy
	Text BAB 4.pdf Restricted to Repository staff only Download (720kB) | Request a copy
	Text BAB 5.pdf Restricted to Repository staff only Download (323kB) | Request a copy
Preview	Text LAMPIRAN.pdf Download (348kB) | Preview
Preview	Text JURNAL.pdf Download (194kB) | Preview
Preview	Text JURNAL TURNITIN.pdf Download (2MB) | Preview

Abstract

Artificial intelligence (AI)-based chatbots have become integral to e-commerce customer service, including Shopee and Tokopedia, Indonesia's two largest platforms. However, findings reveal that user experiences with chatbots remain unsatisfactory, indicating a gap between technology humanization efforts and users' expectations for humanistic communication. This study explores Shopee and Tokopedia users' experiences and interpretations of chatbot humanization within the context of culture and consumer behavior, using a qualitative approach grounded in Heidegger's interpretive phenomenology. Three informants were selected through purposive sampling, with data collected through semi-structured interviews, lurking observation, and documentation, then analyzed using Interpretative Phenomenological Analysis (IPA). Findings identified 14 themes across three categories, with eight consistently emerging across informants: chatbots are always identified as machines; their communication style differs from humans; users expect solution-oriented, humanistic responses; users experience disappointment in interactions; culture shapes humanistic communication values; chatbots are useful only for simple cases; chatbots are viewed merely as tools; and chatbots cannot replace humans. Chatbot humanization in e-commerce has not yet aligned with humanistic communication values shaped by users' cultural constructs, which in turn shape consumer behavior. Consequently, a paradox emerges: the more chatbots are humanized, the clearer the boundaries technology cannot cross become, particularly regarding friendliness, empathy, and relationality. This study proposes that communication convergence between humans and machines can only proceed unidirectionally, as machines lack the capacity to authentically adapt to humans. These findings contribute to human-machine communication research within Indonesian local culture, while offering recommendations for chatbot developers to design more human-centered communication.

Actions (login required)

View Item