Kepercayaan Relasional sebagai Benang Merah Disposisi Wirausaha Berbasis Adab: Implikasi bagi Pemasaran Relasional UKM di Era Kecerdasan Buatan

Abstract

Artificial intelligence (AI) is now affordable for small and medium-sized enterprises (SMEs), but because every competitor can buy it, advantage shifts to human dispositions that sustain customer trust. This study aims to map entrepreneurial dispositions from the classical pesantren text Adab al-'Alim wa al-Muta'allim by Hadratussyaikh KH. Muhammad Hasyim Asy'ari, to explain how relational trust connects them, and to derive implications for SME relationship marketing in the AI era. The study applied directed content analysis to 78 units of analysis from seven chapters of the text, using five reference theories as initial codes and the Gioia data structure for grouping. Credibility was maintained through an audit trail and negative case analysis. The analysis produced nine aggregate dimensions covering 77 units, while one unit was reported as a negative case. Relationship and Collaboration (13 units) and Trustworthiness and Transparency (11 units) were the largest dimensions, and both were supported by commitment-trust theory, which underpinned 25 of the 78 units. Six dimensions were interpreted as relationship marketing practices for SMEs using AI, such as disclosing the role of AI, refusing manipulative AI content, admitting AI errors, and keeping a route to human staff. The study is limited by a single text, a single coder, and an analogical transfer from the teacher–student relationship to the seller–customer relationship. Further research should test the three proposed propositions through customer surveys or experiments. Practically, the dimensions offer SME owners and pesantren business units a basis for ethical AI use guidelines in customer service.