Pengembangan dan Analisis Strategi Retorika AI Chatbot dalam Persuasi Investasi Gen-Z: Multiple Case Study pada Perbankan Indonesia
DOI:
https://doi.org/10.9744/scriptura.16.1.13-26Keywords:
Chatbot AI, strategi retorika, komunikasi persuasif, gen-z, investasiAbstract
Integrasi teknologi AI chatbot dalam sistem perbankan sedang menghadapi tantangan yaitu bagaimana mempersuasi Generasi Z (Gen-Z) untuk berinvestasi di tengah ketidakpastian akibat krisis geopolitik dan krisis keamanan transaksi digital. Penelitian ini bertujuan menganalisis penggunaan strategi retorika klasik yaitu ethos, pathos, dan logos dalam pengembangan AI chatbot untuk mempersuasi Gen-Z agar tetap berinvestasi secara bijak. Melalui metode multiple study case, sebanyak dua puluh AI chatbot dikembangkan mewakili empat bank nasional yang mencakup bank tradisional dan bank digital. Data diperoleh dari empat ratus sesi percakapan yang dianalisis menggunakan teknik pattern matching, logika replikasi, dan sintesis lintas kasus. Hasil penelitian menunjukkan strategi logos mendominasi tema edukasi untuk menjelaskan konsep investasi yang rumit. Sementara itu, strategi ethos dilakukan untuk membangun kredibilitas melalui referensi otoritas resmi dan lebih menonjol digunakan pada AI chatbot bank tradisional. Sedangkan strategi pathos digunakan untuk menenangkan Gen-Z saat krisis, serta untuk melakukan pendekatan emosional. Strategi logos dan pathos lebih dominan ditemukan pada AI chatbot bank digital. Gaya friendly terbukti meningkatkan engagement, namun gaya formal tetap dibutuhkan untuk membangun kepercayaan terhadap rekomendasi investasi. Penelitian ini menyimpulkan bahwa adaptive mixed style merupakan strategi paling efektif untuk mempersuasi dan mengedukasi Gen-Z di tengah krisis yang terjadi saat ini.
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