Strategi Pemasaran Berbasis AI pada Fintech lending: Tinjauan Sistematis tentang Mekanisme dan Dampaknya terhadap Perilaku Konsumen
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Nov 5, 2026
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Abstract
Penelitian ini menganalisis peran kecerdasan artifisial (AI) dan praktik pemasaran digital dalam membentuk respons konsumen pada layanan fintech lending. Tinjauan sistematis mengikuti PRISMA 2020 dengan menelusuri Scopus, Web of Science, DOAJ, SINTA, dan Google Scholar untuk publikasi periode 2021–2025. Dari 1.247 rekaman, 782 lolos deduplikasi dan penyaringan awal, 94 artikel dinilai secara penuh, dan 16 studi empiris memenuhi kriteria inklusi. Tema adopsi, nilai, dan kemudahan serta risiko, literasi, dan kesejahteraan masing-masing muncul pada 62,5% studi; kepercayaan dan pengaruh sosial muncul pada 50,0% studi. Namun, hanya 12,5% studi yang membahas keputusan algoritmik atau penggunaan data terkait AI. Temuan ini menegaskan perlunya transparansi, perlindungan konsumen rentan, tata kelola data, dan pengujian kausal dalam pemasaran fintech lending berbasis AI.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Sumarno, R. (2026). Strategi Pemasaran Berbasis AI pada Fintech lending: Tinjauan Sistematis tentang Mekanisme dan Dampaknya terhadap Perilaku Konsumen. Jurnal E-Bis, 10(2), 865-877. https://doi.org/10.37339/e-bis.v10i2.3187
References
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Berg, T., Fuster, A., & Puri, M. (2022). FinTech Lending. Annual Review of Financial Economics, 14, 187–207. https://doi.org/10.1146/annurev-financial-101521-112042
Chen, A. J. Y., Even-Tov, O., Kang, J. K., & Wittenberg-Moerman, R. (2025). Digital Lending and Financial Well-Being: Through the Lens of Mobile Phone Data. Accounting Review, 100(4), 135–159. https://doi.org/10.2308/TAR-2024-0046
Chulawate, N., & Kiattisin, S. (2023). Success factors influencing peer-to-peer lending to support financial innovation. Sustainability, 15(5), 4028. https://doi.org/10.3390/su15054028
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Putri, G. A., Widagdo, A. K., & Setiawan, D. (2023). Analysis of financial technology acceptance of peer to peer lending (P2P lending) using extended technology acceptance model (TAM). Journal of Open Innovation: Technology, Market, and Complexity, 9(1), 100027. https://doi.org/10.1016/j.joitmc.2023.100027
Sunardi, R., Suhud, U., Purwana, D., & Hamidah. (2021). Examining the factors contributing to fintech peer-to-peer lending adoption. Journal of Information Systems Engineering and Business Intelligence, 7(2), 91–101. https://doi.org/10.20473/jisebi.7.2.91-101
Warokka, A., Sartika, D., & Aqmar, A. Z. (2025). Digital credit and debt traps: Behavioral and socio-cultural drivers of FinTech indebtedness in Indonesia. FinTech, 4(4), 62. https://doi.org/10.3390/fintech4040062
Wuisan, D., Hermawan, A., Antonio, F., & Pramono, R. (2023). The quest of peer-to-peer lending applications marketing to small and medium enterprises: Assessing intention to recommend. Innovative Marketing, 19(4), 158–172. https://doi.org/10.21511/im.19(4).2023.13
Yadav, M., & Shanmugam, S. (2024). Factors influencing behavioral intentions to use digital lending: An extension of TAM model. Jindal Journal of Business Research, 13(2), 213–226. https://doi.org/10.1177/22786821231211411
Yue, P., Korkmaz, A. G., Yin, Z., & Zhou, H. (2022). The rise of digital finance: Financial inclusion or debt trap? Finance Research Letters, 47, 102604. https://doi.org/10.1016/j.frl.2021.102604
Zhao, H., Peng, H., & Li, W. (2022). Analysis of Factors Affecting Individuals’ Online Consumer Credit Behavior: Evidence From China. Frontiers in Psychology, 13, 922571. https://doi.org/10.3389/fpsyg.2022.922571
Asamani, A., & Majumdar, J. (2024). An empirical study of digital lending in India and the variables associated with its adoption. Brazilian Administration Review, 21(3), e230132. https://doi.org/10.1590/1807-7692bar2024230132
Basha, S. A., Elgammal, M. M., & Abuzayed, B. M. (2021). Online peer-to-peer lending: A review of the literature. Electronic Commerce Research and Applications, 48, 101069. https://doi.org/10.1016/j.elerap.2021.101069
Berg, T., Fuster, A., & Puri, M. (2022). FinTech Lending. Annual Review of Financial Economics, 14, 187–207. https://doi.org/10.1146/annurev-financial-101521-112042
Chen, A. J. Y., Even-Tov, O., Kang, J. K., & Wittenberg-Moerman, R. (2025). Digital Lending and Financial Well-Being: Through the Lens of Mobile Phone Data. Accounting Review, 100(4), 135–159. https://doi.org/10.2308/TAR-2024-0046
Chulawate, N., & Kiattisin, S. (2023). Success factors influencing peer-to-peer lending to support financial innovation. Sustainability, 15(5), 4028. https://doi.org/10.3390/su15054028
Gonçalves, A. R., Breda Meira, A., Shuqair, S., & Costa Pinto, D. (2023). Artificial intelligence (AI) in FinTech decisions: The role of congruity and rejection sensitivity. International Journal of Bank Marketing, 41(6), 1282–1307. https://doi.org/10.1108/IJBM-07-2022-0295
Hidayah, F. N., Nugroho, B. S., Ardiati, A. R., Tsaqyfa, M. N., Hakim, M. A., & Ridlwan, A. A. (2023). Meneropong maraknya pinjaman online di kalangan mahasiswa: motif dan dampak terhadap perilaku konsumtif. Jurnal Ilmu Manajemen, 11(4), 821–832. https://doi.org/10.26740/jim.v11n4.p821-832
Ho, K.-C., Gu, Y., Yan, C., & Gozgor, G. (2024). Peer effects in the online peer-to-peer lending market: Ex-ante selection and ex-post learning. International Review of Financial Analysis, 92, 103056. https://doi.org/10.1016/j.irfa.2023.103056
Otoritas Jasa Keuangan. (2023). Peraturan Otoritas Jasa Keuangan Republik Indonesia Nomor 22 Tahun 2023 tentang Pelindungan Konsumen dan Masyarakat di Sektor Jasa Keuangan. Otoritas Jasa Keuangan Republik Indonesia. https://ojk.go.id/id/regulasi/Documents/Pages/Pelindungan-Konsumen-dan-Masyarakat-di-Sektor-Jasa-Keuangan/POJK%2022%20Tahun%202023%20Pelindungan%20Konsumen%20dan%20Masyarakat%20di%20Sektor%20Jasa%20Keuangan.pdf
Otoritas Jasa Keuangan. (2024). Peraturan Otoritas Jasa Keuangan Republik Indonesia Nomor 40 Tahun 2024 tentang Layanan Pendanaan Bersama Berbasis Teknologi Informasi. Otoritas Jasa Keuangan Republik Indonesia. https://ojk.go.id/id/regulasi/Pages/POJK-40-Tahun-2024-Layanan-Pendanaan-Bersama-Berbasis-Teknologi-Informasi.aspx
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., Brennan, S. E., Chou, R., Glanville, J., Grimshaw, J. M., Hróbjartsson, A., Lalu, M. M., Li, T., Loder, E. W., Mayo-Wilson, E., McDonald, S., … Moher, D. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. Systematic Reviews, 10(1), 89. https://doi.org/10.1186/s13643-021-01626-4
Pranata, F. A., & Salehudin, I. (2024). The impact of exposure to online advertising on the intention to download online loan applications among young adults (18–27 years) in Indonesia. Journal of Marketing Innovation, 4(2), 113–131. https://doi.org/10.35313/jmi.v4i2.171
Putra, D. A. K. (2022). Karakteristik Verba dan Adjektiva dalam Iklan Aplikasi Pinjaman Online. Adabiyyāt: Jurnal Bahasa Dan Sastra, 6(1), 42–65. https://doi.org/10.14421/ajbs.2022.06103
Putri, G. A., Widagdo, A. K., & Setiawan, D. (2023). Analysis of financial technology acceptance of peer to peer lending (P2P lending) using extended technology acceptance model (TAM). Journal of Open Innovation: Technology, Market, and Complexity, 9(1), 100027. https://doi.org/10.1016/j.joitmc.2023.100027
Sunardi, R., Suhud, U., Purwana, D., & Hamidah. (2021). Examining the factors contributing to fintech peer-to-peer lending adoption. Journal of Information Systems Engineering and Business Intelligence, 7(2), 91–101. https://doi.org/10.20473/jisebi.7.2.91-101
Warokka, A., Sartika, D., & Aqmar, A. Z. (2025). Digital credit and debt traps: Behavioral and socio-cultural drivers of FinTech indebtedness in Indonesia. FinTech, 4(4), 62. https://doi.org/10.3390/fintech4040062
Wuisan, D., Hermawan, A., Antonio, F., & Pramono, R. (2023). The quest of peer-to-peer lending applications marketing to small and medium enterprises: Assessing intention to recommend. Innovative Marketing, 19(4), 158–172. https://doi.org/10.21511/im.19(4).2023.13
Yadav, M., & Shanmugam, S. (2024). Factors influencing behavioral intentions to use digital lending: An extension of TAM model. Jindal Journal of Business Research, 13(2), 213–226. https://doi.org/10.1177/22786821231211411
Yue, P., Korkmaz, A. G., Yin, Z., & Zhou, H. (2022). The rise of digital finance: Financial inclusion or debt trap? Finance Research Letters, 47, 102604. https://doi.org/10.1016/j.frl.2021.102604
Zhao, H., Peng, H., & Li, W. (2022). Analysis of Factors Affecting Individuals’ Online Consumer Credit Behavior: Evidence From China. Frontiers in Psychology, 13, 922571. https://doi.org/10.3389/fpsyg.2022.922571