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All Journal International Journal of Community Service International Journal of Community Service (IJCS)
Hetifah Sjaifudian
Lecturer of Politeknik Jatiluhur, Purwakarta, Indonesia
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Empowering Local MSMEs in Purwakarta through AI-Based Market Intelligence (a Case Study at Ceramic Product) Hetifah Sjaifudian; Nuzul Husnah; Nina Mardiana; Febryawan Yuda Pratama; M. Yani Syafei; Prattana Srisuk; Nina Rosida; Dede Kurniawan
International Journal Of Community Service Vol. 6 No. 2 (2026): May 2026 ( Indonesia - Thailand - Malaysia - Philippines)
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v6i2.984

Abstract

This international community service program aims to empower local Micro, Small, and Medium Enterprises (MSMEs) in Purwakarta through the application of AI-based market intelligence, focusing on ceramic product MSMEs. Unlike conventional digital marketing assistance, this program emphasizes the development of market-sensing capability, customer insight, product positioning, and data-informed promotional planning. The activity was implemented through participatory training, guided practice, mentoring, and evaluation involving lecturers, students, an international academic partner, and local MSME actors. Participants were introduced to practical AI tools to identify customer segments, generate product narratives, analyze market opportunities, and develop promotional content for ceramic products. The results show that the program improved participants’ awareness of market-oriented decision-making and enhanced their ability to translate product uniqueness into customer-centered marketing messages. Participants were also able to develop simple customer personas, AI-assisted product descriptions, competitor observation notes, and digital content ideas. The activity demonstrates that AI-based market intelligence can be used as an empowerment instrument for MSMEs when introduced through simple, contextual, and practice-based methods. Continuous mentoring is recommended to strengthen digital confidence, improve content consistency, and support sustainable market expansion for local ceramic MSMEs.
Digital Transformation of Local MSMEs: Applying AI-Based Market Intelligence in Purwakarta (a Case Study at Ceramic Product) M. Yani Syafei; Hetifah Sjaifudian; Siswanda H. Sumarto; Nuzul Husnah; Abdisamad Abdirahim Omar; Aceng Rohmana; Nelly
International Journal of Community Service (IJCS) Vol. 5 No. 1 (2026): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijcs.v5i1.1882

Abstract

This international community service program aims to support the digital transformation of local Micro, Small, and Medium Enterprises (MSMEs) by applying AI-based market intelligence, focusing on ceramic product MSMEs in Purwakarta, Indonesia. The program was conducted using a participatory approach through training, practical mentoring, and evaluation involving lecturers, students, international academic partners, and MSME actors. The main objective was to enhance MSME capabilities in understanding market trends, identifying customer segments, analyzing competitors, and developing digital marketing strategies using artificial intelligence tools. The results indicate that participants experienced significant improvement in their understanding of digital transformation, shifting from basic social media usage toward a more comprehensive approach involving data-driven decision-making and market analysis. Through practical sessions, participants were able to generate customer personas, product positioning strategies, digital promotional content, and product descriptions using AI tools. The program also encouraged MSMEs to develop more adaptive and customer-oriented marketing approaches, particularly in promoting ceramic products as both functional and creative goods. In addition, the activity demonstrated that AI-based market intelligence can be applied effectively by MSMEs when delivered through simple, contextual, and practice-oriented methods. Despite initial challenges related to digital literacy and familiarity with AI tools, participants showed strong interest in adopting these technologies for their business development. The study concludes that integrating AI into MSME marketing practices can enhance competitiveness and market responsiveness. Continuous mentoring and collaboration between academic institutions and MSMEs are essential to ensure sustainable digital transformation and long-term business growth.
Co-Authors Abdisamad Abdirahim Omar Aceng Rohmana Dede Kurniawan Febryawan Yuda Pratama M. Yani Syafei Nelly Nina Mardiana Nina Rosida Nuzul Husnah Prattana Srisuk Siswanda H. Sumarto