IMPLEMENTASI PERILAKU UTILITARIAN MELALUI PROGRAM PEMASARAN CASHLESS CAN BE FUN BERDASARKAN KECERDASAN BUATAN
DOI:
https://doi.org/10.35794/jmbi.v10i1.46938Abstrak
Peneliti mengkaji salah satu perusahaan yang bergerak di industri retail Food and beverage dalam bidang Coffee shop. Pendistribusian produk dilakukan melalui toko offline dan e-commerce. Penelitian ini dilakukan untuk menemukan kelemahan dan dilakukan kontribusi dengan cara mengusulkan sebuah program. Metode untuk menganalisis penelitian ini adalah kualitatif dengan cara observasi langsung, wawancara mendalam, pengumpulan dokumentasi, dan data sekunder perusahaan. Penelitian dilakukan melalui divisi pemasaran. Berdasarkan penelitian yang dilakukan, ditemukan kelemahan atau permasalahan yang didapatkan yaitu dalam aspek penyajian produk, yang dinilai tidak efektif dan efisien. Berdasarkan kelemahan yang ada, dilakukannya kontribusi dengan mengusulkan sebuah program dengan judul Cashless Can be Fun. Program ini menerapkan Artificial Intelligence dengan mitra yang bekerja dengan aplikasi berbasis Artificial Intelligence. Applikasi ini mendorong konsumen untuk melakukan pemesanan dan pembayaran di meja secara nontunai. Tujuannya adalah untuk memberikan kenyamanan, kepuasan, dan pengalaman berharga kepada konsumen terutama konsumen dengan kecenderungan Utilitarian. Penerapan Artificial Intelligence dapat memaksimalkan fungsionalitas untuk memberikan kepuasan kepada konsumen dengan kecenderungan Utilitarian.
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