Analisis Dampak Kecerdasan Buatan (AI) terhadap Kepuasan dan Kepercayaan Pelanggan Asuransi Syariah di Era Digital: Peran Moderasi Literasi Digital
Kata Kunci:
Asuransi Syariah, Literasi Digital, Kecerdasan Buatan, Kepuasan Pelanggan, Kepercayaan Pelanggan, Teknologi Finansial SyariahAbstrak
Penelitian ini bertujuan untuk menganalisis dampak implementasi Kecerdasan Buatan (AI) terhadap kepuasan dan kepercayaan pelanggan dalam industri asuransi syariah di era digital, serta mengkaji peran literasi digital sebagai variabel moderator. Menggunakan pendekatan kuantitatif dengan desain survei eksplanatori dan cross-sectional, penelitian ini melibatkan 200 responden pelanggan asuransi syariah di wilayah Jabodetabek yang dipilih melalui teknik purposive sampling. Fokus utama terletak pada evaluasi pengaruh fitur AI seperti chatbot, otomatisasi proses klaim, dan personalisasi layanan terhadap persepsi pelanggan. Pengumpulan data dilakukan melalui kuesioner daring dan dianalisis menggunakan SPSS versi 25 dengan metode regresi linear berganda serta analisis regresi moderasi (MRA). Hasil penelitian menunjukkan bahwa AI berpengaruh positif dan signifikan terhadap kepuasan dan kepercayaan pelanggan. Selain itu, literasi digital terbukti memoderasi hubungan tersebut secara signifikan. Temuan ini menegaskan bahwa efektivitas implementasi AI sangat dipengaruhi oleh tingkat literasi digital dan keselarasan terhadap prinsip-prinsip syariah. Penelitian ini memberikan kontribusi empiris dalam mengisi kesenjangan literatur terkait teknologi finansial syariah serta memberikan implikasi praktis bagi pengembangan strategi layanan digital berbasis AI yang beretika dan inklusif.
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