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All Journal Jurnal Bisnisman : Riset Bisnis dan Manajemen Journal of Artificial Intelligence and Digital Business Jurnal Multidisiplin West Science West Science Law and Human Rights Indo-Fintech Intellectuals: Journal of Economics and Business West Science Journal Economic and Entrepreneurship Jurnal Akuntansi dan Keuangan West Science Jurnal Bisnis dan Manajemen West Science West Science Interdisciplinary Studies Sinergi International Journal of Logistics West Science Interdisciplinary Studies West Science Social and Humanities Studies West Science Islamic Studies West Science Nature and Technology Novatio : Journal of Management Technology and Innovation
Zulfikri, Agung
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Energy Engineering Environmental Science Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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The Use of Artificial Intelligence to Improve Digital Marketing Strategies for MSMEs in Indonesia Laksmono, Rendro; Zulfikri, Agung; Priyana, Yana
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 4 (2026): November - January
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i4.3256

Abstract

This study explores the application of Artificial Intelligence (AI) in enhancing digital marketing strategies among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. As digital transformation accelerates globally, MSMEs face growing pressure to adopt innovative technologies to remain competitive. However, challenges such as limited financial resources, low digital literacy, and lack of strategic understanding often hinder effective adoption. Using a qualitative approach, this research conducted in-depth interviews with five MSME owners from various sectors—including food and beverage, fashion, creative design, handicrafts, and online education—who have integrated AI tools into their marketing operations. The findings reveal that AI technologies such as chatbots, predictive analytics, recommendation systems, and automated advertising significantly improve marketing efficiency, customer engagement, and data-driven decision-making. Nonetheless, barriers persist, including high implementation costs, limited technical expertise, and data privacy concerns that restrict broader utilization. The study concludes that successful AI integration among MSMEs depends on three key factors: technological accessibility, organizational readiness, and supportive policy environments. These findings emphasize the strategic role of AI as a catalyst for digital competitiveness and sustainable business growth. Therefore, continuous digital training, affordable AI tools, and strong government–industry collaboration are essential to empower MSMEs in Indonesia’s evolving digital economy.
Co-Authors Akmal, Samsul Al-Hidayat, Rahmat Chusumastuti, Dhety Elik Murni Ningtias Ningsih Elshifa, Aria Febryani, Evy Fildansyah, Rully Hadi Prayitno, Hadi Iwan Harsono Judijanto, Loso Laksmono, Rendro Lesmana, Tera Lestari, Anggia Ayu Mu'min, Halek Nasaruddin Nasaruddin Pahrijal, Rival Priyana, Yana Puspitarini, Erri Wahyu Rahman, Kristanti Rauf, Mohamad Iqbal Abdul Reni Yuliviona, Reni Riani Prihatini Ishak Rissa Megavitry Sari, Intan Tenisia Prawita Sasmito, Priyo Susanto, Himawan Syam, Andi Wahyuni Umar Mansur, Umar Utami, Eva Yuniarti Wulandjani, Harimurti Yuda, Fardan Zeda Achmadi