Zamzami, Moch (2025) Pemanfaatan Artificial Intelligence Untuk Digital Marketing Communication Oleh Anggota UMKM INDONESIA (umkmindonesiaofficial). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The massive number of MSMEs in Indonesia has significantly contributed to the country's economic sector. With this vast number, competition among business actors has intensified. In the era of digitalization, Artificial Intelligence (AI) has emerged as a technological innovation with great potential to support various aspects of MSME activities in achieving their marketing objectives, particularly in reaching their consumers. This study aimed to identify how MSMEs adopted AI as an innovation implemented in digital marketing communication activities to reach their target audience. A descriptive qualitative approach was employed, using Everett Rogers' Diffusion of Innovation theory as the primary analytical framework. Data were obtained through documentation, and in-depth interviews with MSMEs participating in the "UMKM Indonesia" community group on Facebook, based on specific criteria. Data was analyzed thematically to understand the pattern of AI usage, challenges faced, and its impact on marketing effectiveness. Based on the results of the study, it was found that members of the Indonesian MSME group have utilized AI technology to support their digital marketing communications quite well, though optimization was still needed. According to the Diffusion of Innovation theory, most MSMEs adopting AI fell into the early majority category, which is a group that requires tangible evidence of success before implementing innovations. This study affirmed that AI holds great potential to help MSMEs remain relevant and competitive in the digital era, provided there is increased understanding and adequate support for its adoption.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Zamzami Moch | ||||||||
| Date Deposited: | 23 Jan 2025 04:25 | ||||||||
| Last Modified: | 23 Jan 2025 04:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34338 |
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