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All Journal AJAD : Jurnal Pengabdian kepada Masyarakat
Angela Nisrina Zhafirama
Universitas Informatika dan Bisnis Indonesia
Humanities

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Pemanfaatan Generative Artificial Intelligence untuk Peningkatan Kapasitas Digital Marketing bagi UMKM Makanan dan Minuman di Kecamatan Bojongloa Kaler, Kota Bandung Nur Alamsyah; Budiman Budiman; Angela Nisrina Zhafirama
AJAD : Jurnal Pengabdian kepada Masyarakat Vol. 6 No. 3 (2026): DECEMBER 2026
Publisher : Divisi Riset, Lembaga Mitra Solusi Teknologi Informasi (L-MSTI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59431/ajad.v6i3.959

Abstract

Micro, small, and medium enterprises require practical digital marketing skills to produce attractive and consistent promotional content. This program aimed to strengthen the digital marketing capacity of 30 food and beverage MSMEs in Bojongloa Kaler District, Bandung City, through Generative Artificial Intelligence-based training and mentoring. Activities were implemented through needs identification, material and instrument preparation, interactive training, guided practice, mentoring, evaluation, and follow-up support. The training covered an introduction to GenAI, prompt engineering, caption writing, product descriptions, content ideas, promotional calendars, and simple digital design. Evaluation results showed that participants' average understanding increased from 54.2% in the pre-test to 96.4% in the post-test, representing a 42.2 percentage-point improvement. Participants produced reusable outputs, including captions, product descriptions, prompt templates, content calendars, and digital promotional materials. Although long-term sales and social media performance were not measured, these outputs provide a foundation for future monitoring and independent content production.
Co-Authors Budiman Nur Alamsyah