PARADOKS TRANSPARANSI REAL-TIME DALAM B2B CUSTOMER EXPERIENCE: TEORI GROUNDED TENTANG SINYAL SOSIOMATERIAL DALAM LOGISTIK PANGAN
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Published:
Sep 27, 2026
Keywords:
Pemasaran B2B, Logistik Pangan, Customer Experience (CX), Objek Batas, Sinyal Sosiomaterial, Grounded Theory
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Abstract
Transformasi rantai pasok digital melalui sistem pelacakan real-time sering kali memicu hiper-ekspektasi inter-organisasional yang menekan kualitas hubungan bisnis. Penelitian ini bertujuan untuk mengeksplorasi secara prosesual bagaimana pemaparan data analitik telematika dan fluktuasi suhu secara instan memengaruhi B2B Customer Experience (CX). Menggunakan desain Constructivist Grounded Theory (CGT), laboratorium empiris ditetapkan pada jejaring distributor besar dan agen utama makanan beku nasional di wilayah urban Jawa Timur dengan melibatkan dua puluh informan kunci tingkat manajerial. Data primer dihimpun melalui wawancara mendalam berbasis prosesual dan dianalisis menggunakan metode komparatif konstan. Hasil penelitian menunjukkan bahwa transparansi radikal data sosiomaterial tidak serta-merta melahirkan kepercayaan, melainkan memicu kompresi dinamis batas toleransi layanan (dynamic zone of tolerance compression) dan beban kognitif inter-organisasional (information overload). Konfrontasi klaim data operasional memicu ketegangan relasional yang akut (the transparency paradox). Namun, ketika dasbor digital dikelola secara intersubjektif sebagai objek batas (boundary objects) melalui klarifikasi kontekstual, ketegangan tersebut dapat diredam menjadi kepercayaan epistemik relasional. Implikasi praktis menyarankan manajer logistik B2B untuk menyertakan translasi naratif suportif pada visualisasi data analitik guna mentransformasikan transparansi radikal menjadi ekuitas pengalaman pelanggan B2B (B2B customer experience equity) yang berkelanjutan.
Kata Kunci : Pemasaran B2B, Logistik Pangan, Customer Experience (CX), Objek Batas, Sinyal Sosiomaterial, Grounded Theory
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Irawan, W., & Chamid, A. (2026). PARADOKS TRANSPARANSI REAL-TIME DALAM B2B CUSTOMER EXPERIENCE: TEORI GROUNDED TENTANG SINYAL SOSIOMATERIAL DALAM LOGISTIK PANGAN. GLORY Jurnal Ekonomi Dan Ilmu Sosial, 7(5), 1977-1986. https://doi.org/10.70581/glory.v7i5.30202
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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.
Charmaz, K. (2014). Constructing Grounded Theory. SAGE Publications. https://books.google.co.id/books?id=v_GGAwAAQBAJ
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
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
Karia, N. (2018). Knowledge resources, technology resources and competitive advantage of logistics service providers. Knowledge Management Research and Practice, 16, 451–463. https://doi.org/10.1080/14778238.2018.1521541
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
Kumar, P. S. (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
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
Quoc, H. H. T. (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
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
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
Star, S. L. (2010). This is Not a Boundary Object: Reflections on the Origin of a Concept. Science, Technology, & Human Values, 35(5), 601–617. https://doi.org/10.1177/0162243910377624
Star, S. L., & Griesemer, J. R. (1989). Institutional Ecology, `Translations’ and Boundary Objects: Amateurs and Professionals in Berkeley’s Museum of Vertebrate Zoology, 1907-39. Social Studies of Science, 19(3), 387–420. https://doi.org/10.1177/030631289019003001
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 (6th ed.). SAGE Publications, Inc.
Zeithaml, Valarie A, Berry, Leonard L, & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science, 21(1), 1–12. https://doi.org/10.1177/0092070393211001
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