SINYAL SOSIOMATERIAL DALAM PEMASARAN RITEL MODERN: STUDI KASUS TRANSPARANSI ALGORITMA RANTAI PASOK TERHADAP KEAMANAN PSIKOLOGIS KONSUMEN
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Published:
Sep 26, 2026
Keywords:
Kemasan Pintar, Kecemasan Algoritma, Teori Pemaknaan, Kepercayaan Epistemik, Pemasaran Ritel
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Abstract
Transformasi digital dalam pemasaran pangan beku sering kali terhambat oleh pendekatan teknosentris yang memicu skeptisisme konsumen. Penelitian ini mengeksplorasi secara prosesual bagaimana pemaparan data analitik rantai dingin secara langsung melalui kemasan pintar memengaruhi kepercayaan dan loyalitas konsumen urban. Menggunakan desain fenomenologi hermeneutik, laboratorium empiris ditetapkan di jaringan supermarket gourmet Surabaya dengan melibatkan dua puluh informan. Data primer dihimpun melalui think-aloud protocols dan wawancara mendalam, lalu dianalisis menggunakan Interpretative Phenomenological Analysis (IPA). Hasil penelitian menunjukkan bahwa pemaparan metrik digital yang rumit mula-mula memicu kecemasan algoritma (algorithmic anxiety) dan persepsi manipulasi pemasaran (AI penalty). Namun, ketika isyarat data ditranslasikan secara visual melalui indikator biner sederhana pada aplikasi pelacakan, kecemasan tersebut diredam melalui siklus pemaknaan konsumen (consumer sensemaking loops). Proses interpretatif ini memicu terbentuknya rasa aman psikologis dan kepercayaan epistemik relasional. Implikasi praktis menegaskan bahwa transparansi sosiomaterial yang humanis mendorong konsumen merekonstruksi rutinitas evaluasi belanja konvensional berbasis bukti data objektif, sehingga mentransformasikan data logistik yang dingin menjadi ekuitas merek relasional jangka panjang.
Kata Kunci : Kemasan Pintar, Kecemasan Algoritma, Teori Pemaknaan, Kepercayaan Epistemik, Pemasaran Ritel
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Wibowo, B., & Zebua, M. (2026). SINYAL SOSIOMATERIAL DALAM PEMASARAN RITEL MODERN: STUDI KASUS TRANSPARANSI ALGORITMA RANTAI PASOK TERHADAP KEAMANAN PSIKOLOGIS KONSUMEN. GLORY Jurnal Ekonomi Dan Ilmu Sosial, 7(5), 1937-1946. https://doi.org/10.70581/glory.v7i5.30180
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References
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Aldhaheri, S., Faisal, M., & Sharma, R. (2026). Impact of digital leadership on users’ technology integration and digital transformation. Journal of Innovation & Knowledge, 14. https://doi.org/10.1016/j.jik.2026.100965
Ardyanfitri, H., Ardi, M., Nugraha, Billah, M., Udhma, O. I., Fibriyana, C., Mubarrok, M. D., Hafizi, M., Sari, L. N. F., Rifa’, M. A., Prasetyo, R. A. N., & Wahyud, A. E. P. (2025). OPERASIONAL BISNIS DIGITAL (Cetakan I). Penerbit Global Aksara Pers.
Brown, Andrew D, Colville, Ian, & Pye, Annie. (2015). Making Sense of Sensemaking in Organization Studies. Organization Studies, 36(2), 265–277. https://doi.org/10.1177/0170840614559259
Cortellazzo, L., Bruni, E., & Zampieri, R. (2019). The Role of Leadership in a Digitalized World: A Review. Frontiers in Psychology, Volume 10. https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2019.01938
Daoud, M., & Trigui, I. (2019). Smart Packaging: Consumer’s Perception and Diagnostic of Traceability Information (pp. 352–370). https://doi.org/10.1007/978-3-030-30874-2_28
Erlina, N., Manafe, L. A., & Chamid, A. (2025). Transformasi Digital dalam Pengelolaan Arsip Kepegawaian: Studi Kasus Penerapan Document Management System (DMS). Jurnal Administrasi Bisnis Nusantara, 4(2), 69–78. https://doi.org/10.56135/jabnus.v4i2.225
Fadilla, A. S., Nisa, G. S., Apriansyah, I. A., & Budiman, D. (2026). Peran Strategis Komunikasi dalam Keberhasilan Manajemen Perubahan Organisasi: Tinjauan Literatur. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4 SE-Articles), 15006–15017. https://doi.org/10.31004/riggs.v4i4.6096
Fatorachian, H., & Kazemi, H. (2026). Overcoming barriers to digital transformation for sustainable cold chain management. Cogent Business & Management, 13(1), 2603737. https://doi.org/10.1080/23311975.2025.2603737
Fatorachian, H., & Pawar, K. (2025). Waste efficiency in cold supply chains through industry 4.0-enabled digitalisation. International Journal of Sustainable Engineering, 18. https://doi.org/10.1080/19397038.2025.2461564
Ho Tran Quoc, H. (2026). Managing Technostress in Digital Workplaces: The Role of Digital Employee Experience within the Job Demands–Resources Framework. Journal of Logistics, Informatics and Service Science. https://doi.org/10.33168/jliss.2026.0104
Izzatilah, N., Manafe, L. A., & Rahardjo, K. A. (2025). Unlocking the Power of Digitalization: How Technology Shapes Employee Engagement and Organizational Performance. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 3585–3592. https://doi.org/10.31004/riggs.v4i2.1075
Kreze, O. (2026). EPISTEMIC TRUST IN AI: LIMITS, RISKS, JUSTIFICATION CRITERIA. Philosophy and Governance, 1(17) SE-Philosophy. https://doi.org/10.70651/3041-248X/2026.1.19
Malterud, K., Siersma, V., & Guassora, A. D. (2016). Sample Size in Qualitative Interview Studies. Qualitative Health Research, 26, 1753–1760. https://doi.org/10.1177/1049732315617444
McCraw, B. (2015). The Nature of Epistemic Trust. Social Epistemology, 29, 413–430. https://doi.org/10.1080/02691728.2014.971907
Naqshbandi, M. M., Said, T., & Hisa, A. (2024). Organizational effectiveness: the role of culture and work engagement. Management Decision, 62, 3633–3658. https://doi.org/10.1108/MD-11-2023-2180
Ogah, I. (2026). AI Mediated Trust Formation in Crises: How Communication Architectures and Data Governance Shape the Fear-Confidence Equilibrium (pp. 181–218). https://doi.org/10.4018/979-8-3373-9858-7.ch006
Sahebi, S., & Formosa, P. (2025). The AI-mediated communication dilemma: epistemic trust, social media, and the challenge of generative artificial intelligence. Synthese, 205. https://doi.org/10.1007/s11229-025-04963-2
Sahebi, S., Formosa, P., & Bankins, S. (2026). The AI Penalty and Disclosure Paradox: Trust, Authenticity and Knowledge Uptake in AI-Mediated Communication. Computers in Human Behavior: Artificial Humans, 8, 100304. https://doi.org/10.1016/j.chbah.2026.100304
Sanjeeva Kumar, P. (2024). TECHNOSTRESS: A comprehensive literature review on dimensions, impacts, and management strategies. Computers in Human Behavior Reports, 16, 100475. https://doi.org/https://doi.org/10.1016/j.chbr.2024.100475
Savale, T., Kaur, D., & Kamble, S. (2026). Leveraging AI and Business Intelligence for Financial Decision-Making in the Age of Deepfakes: Enhancing Consumer Trust and Marketing Resilience (pp. 33–66). https://doi.org/10.1108/978-1-80592-911-620261003
Sharma, R. (2024). Technostress In The Digital World And Impact On Employee Work Performance And Mental Health. Journal of Business Management and Information Systems, 11, 64–73. https://doi.org/10.48001/jbmis.1102005
Vu, C. (2026). Navigating trust and the personalization-privacy paradox in AI-driven e-commerce: A consumer pathway framework. Journal of Retailing and Consumer Services, 93. https://doi.org/10.1016/j.jretconser.2026.104938
Wang, W., Li, Z., & Meng, Q. (2025). Digital Transformation Drivers, Technologies, and Pathways in Agricultural Product Supply Chains: A Comprehensive Literature Review. Applied Sciences, 15(19). https://doi.org/10.3390/app151910487
Xueting, H. (2023). Blockchain-Enabled Smart Packaging: Enhancing Food Traceability and Consumer Confidence in the Chinese Food Industry. The Frontiers of Society, Science and Technology, 5(12), 1–7. https://doi.org/https://doi.org/10.25236/FSST.2023.051201
Yin, R. K. (2017). Case Study Research and Applications: Design and Methods. SAGE Publications. https://books.google.co.id/books?id=uX1ZDwAAQBAJ
Zhang, S., Guo, P., Yuan, Y., & Ji, Y. (2025). Anxiety or engaged? Research on the impact of technostress on employees’ innovative behavior in the era of artificial intelligence. Acta Psychologica, 259, 105442. https://doi.org/https://doi.org/10.1016/j.actpsy.2025.105442
Zheng, H. (2025). Building Agility through Digital Transformation: A Strategic Perspective. https://doi.org/10.5772/intechopen.1011338