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Journal : Journal The Winners

The Role of AI, IoT, and E-Marketing in Enhancing the Sustainability and Competitiveness of MSMES Sedana Putra, Komang Widhya; Laksmi, Kadek Wulandari; Ariwangsa, IGN Oka
Journal The Winners Vol. 25 No. 2 (2024): Journal The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v25i2.12395

Abstract

The research examined how the integration of Artificial Intelligence (AI), the Internet of Things (IoT), and e-marketing can enhance the sustainability and competitiveness of Micro, Small, and Medium Enterprises (MSMEs). It addresses the gap in existing literature regarding the synergistic effects of these technologies in overcoming resource constraints often faced by MSMEs during digital transformation. While previous research has focused on the individual benefits of AI or IoT, limited attention has been given to their combined impact on e-marketing and its influence on MSME sustainability. The research applied a quantitative approach to survey 200 MSMEs in Denpasar City through a Likert-scale questionnaire and analyzed with PLS-SEM version 4.0. The findings reveal that AI improves access to e-marketing channels and operational efficiency, while IoT enhances data analytics and automates business processes. Their integrated adoption significantly boosts digital marketing performance, positively affecting MSME sustainability. The challenges identified include the high costs and expertise required for effective implementation. Nonetheless, with appropriate investment and technical support, AI, IoT, and e-marketing synergy can make MSMEs more sustainable. From a managerial perspective, the long-term integration of these technologies into business strategies is critical for sustaining growth in the digital era.
Co-Authors Adnyani, Ni Putu Mita Andistan, Ignacia Betrya Anjani, Ni Kadek Sindy Dwi Apriliani, Ni Putu Mia Aris Widiana, Ngakan Putu Ariwangsa, I G. N. Oka Ariwangsa, I G.N. Oka Bhargawa, Dewi Andjani Angellina Chintia Camilo Clara Felicia Regina Francis Desak Made Febri Purnama Sari Desak Made Sukarnasih Dewa Ayu Rina Dewi Paramitha Dewi, Made Risma Dewi, Putu Purnama Endita, Ni Kadek Citra Ernawati, Ni Luh Felita, Thea Gusi Putu Lestara Permana Gusti Putu Lestara Permana I G. N. Oka Ariwangsa I G. N. Oka Ariwangsa I G. N.O. Ariwangsa I Gede Harry Ramanda Sujana I Gusti Ayu Dhani Handita I Gusti Ayu Mas Rosita Dewi I Kadek Dwi Fajar Swastika I Komang Didi Kariana I Made Yoga Dwipayana Putra I Putu Dharmawan Pradhana I Putu Gede Sulaksana Adi Putra I Putu Nadha Ambara Putra Ida Ayu Ratih Dharmayanti Tatwa IGN Oka Ariwangsa Indriyati Indriyati Kadek Krisna Saputra Komang Setiawan Komang Sri Widiantari Komang Widhya Sedana Putra P Kustina, Ketut Tanti Lely Anggreyni Jawak Made Adika Pradnya Paramita Astawan Mahadhika Feryo Gotama Maharipa, I Kadek Setya Obi Maitri, Wayan Sri Manu, Aprita Susanti Martina Angelica Oktaviani Damai Naraswari , Ida Ayu Yogi Ni Kadek Anggiyely Sritania Ni Ketut Arista Ameliasari Ni Komang Ayulyantari Ni Luh Yulyana Dewi Ni Made Ari Puspita Dewi, Ni Made Ari Puspita Ni Made Dwipayanti Ni Made Lira Amerti Putri Darsana Ni Putu Budiadnyani Ni Putu Early Pradnya Suarnitha Ni Wayan Eva Angellina Ni Wayan Lasmi Niron, Vernanda Christine Novianti, Mega Putri Eka Pandea Bagus Adnyanaesa Parasari, Nyoman Sri Manik Permana, Gusti Putu Lestara Permana, Putu Indra Putra, Komang Satria Wibawa Putri, Ni Putu Ayu Sriniken Dhamayanti Putri, Putu Wahyu Cahyani Putu Eka Rumadana Putu Indah Kaori Widyawati Putu Indra Permana Putu Pande R. Aprilyani Dewi Putu Putri Prawitasari Putu Sri Arta Jaya Kusuma Rumadana, Putu Eka Santoso, Sisilia Ananda Sari, Putu Ratna Juwita Septianee, Putu Ditha Setligt, Eileen Vridynia Sianipar, Arsia Dondania Suci Artini, Ni Kadek Suwardyanba, Gede Irfan Swardyani, Winda Trisna, Ni Nyoman Putri Bulan Yasa, I Gede Pradnyana Antara Yosephine, Thalia Yuuka Narita Putri, Ni Made