Intrusi Personalisasi Algoritmik dalam Pemasaran Mobile AI: Distorsi Privasi dan Resistensi Konsumen
Abstract
Perkembangan mobile AI telah memperluas kapasitas personalisasi algoritmik dalam periklanan digital, tetapi sekaligus menimbulkan persoalan privasi, transparansi, dan kepercayaan. Namun, literatur tentang isu ini masih tersebar pada berbagai fokus teknis, hukum, dan pemasaran, sehingga relasi antara manfaat personalisasi, intrusi privasi, dan resistensi konsumen belum terpetakan secara konseptual. Tinjauan sistematis ini bertujuan mensintesis literatur empiris untuk menata ulang personalisasi algoritmik sebagai persoalan komunikasi, bukan semata isu teknis. Mengacu pada PRISMA 2020, pencarian sistematis dilakukan di basis data Scopus dan dilengkapi citation snowballing, menghasilkan 30 artikel jurnal internasional. Data diekstraksi menggunakan matriks konseptual dan dianalisis melalui sintesis naratif tematik, dengan pemetaan bibliometrik awal menggunakan VOSviewer. Hasil kajian menunjukkan bahwa personalisasi yang invasif dan tidak transparan mendistorsi kalkulus privasi, memicu resistensi dan kelelahan algoritmik, serta menurunkan kepercayaan merek. Secara teoretis, studi ini memperluas Teori Kalkulus Privasi agar lebih peka terhadap asimetri informasi, otomatisasi keputusan, dan logika prediktif dalam ekosistem AI. Secara praktis, pemasar perlu mengurangi penargetan mikro manipulatif dan mengutamakan persetujuan eksplisit, transparansi, serta kendali pengguna.
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