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All Journal Motiva: Jurnal Psikologi Jurnal Bisnisman : Riset Bisnis dan Manajemen Jurnal Psikologi Wijaya Putra (Psikowipa) Journal of Artificial Intelligence and Digital Business Jurnal Hukum dan HAM Wara Sains Jurnal Multidisiplin West Science Jurnal Pendidikan West Science Jurnal Psikologi dan Konseling West Science West Science Law and Human Rights West Science Business and Management West Science Journal Economic and Entrepreneurship Jurnal Bisnis dan Manajemen West Science West Science Interdisciplinary Studies Jurnal Geosains West Science West Science Interdisciplinary Studies Science Information System and Technology West Science Islamic Studies
Priyana, Yana
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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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.
SWOT Analysis of Artificial Intelligence Implementation in Digital Business Models in Indonesia Suhara, Ade; Supriandi, Supriandi; 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.v4i4.3257

Abstract

This study investigates the implementation of Artificial Intelligence (AI) in digital business models in Indonesia through a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analytical framework. Using a qualitative research approach, data were obtained from five key informants representing digital business practitioners, technology consultants, policymakers, and academics. The findings indicate that AI enhances operational efficiency, supports personalized customer experiences, and facilitates data-driven decision-making, which collectively strengthen innovation, agility, and competitiveness. Despite these advantages, the study identifies several persistent barriers, including high implementation costs, limited AI-skilled human resources, and challenges related to data quality and cybersecurity. Opportunities are supported by government-led digital transformation programs, such as Making Indonesia 4.0 and the National AI Strategy 2045, the rapid expansion of the digital economy, and continuous advancements in cloud computing and big data analytics. Nevertheless, significant threats remain, such as regulatory uncertainty, ethical concerns over data governance and algorithmic bias, and dependence on foreign technology providers. The study concludes that successful AI integration in Indonesia’s digital business ecosystem requires a strategic balance between technological investment, workforce capability development, and adaptive regulatory frameworks. By strengthening cross-sector collaboration and ensuring ethical, inclusive governance, AI can serve as a key driver of sustainable innovation and long-term competitiveness in Indonesia’s digital economy.
Co-Authors Abas, Sofyan Agus Setiyawan Ahmad Burhanuddin, Ahmad Ahmad Nur Budi Utama Ali Imron Andri Ardhiyansyah Antoni Antoni Apriyanto, Apriyanto Arini, Rani Eka Arisanti, Ivon Arnes Yuli Vandika Azwar , Edy Bambang Suharto Bunyamin, Ilham Akbar Dasa Rahardjo Soesanto Dony Andrasmoro Erwina Kartika Devi Febriyanto, Weda Frans Sudirjo Gusti Rusmayadi Hadilia, Naswan Harsya, Rabith Madah Khulaili Haryanto, Anung Herminastiti, Rini Hidayani, Lily Ibrahim, Yasin Ilhamiwati, Mega Immamah, Eka Indra Tjahyadi Judijanto, Loso Lailatul Fitriyah Lajevardi, Masoud Laksmono, Rendro Laksono, Muflih Adi Lesmana, Tera Maulina, Evaf Mayasari, Nanny Mitra Musika Lubis Mokodenseho, Sabil Muh. Aniar Hari Swasono Muhammad Rusdi Muhammadong Muhtadi, Muhamad Ammar Novitasari, Salwa Aulia Nurhasanah, Dila Padila Pahrijal, Rival Pratiwi, Siti Rahmatia Prihatmadji, Wiwiet Putu Doddy Heka Ardana Rafik, Zainur Rissa Megavitry Sekamdo, Muhammad Aga Septin Maisharah K Setiyawan, Heri Situmorang, Rupina Kanasia Soelistianto, Farida Arinie Sono, M Gifari Sopian sopian Suhara, Ade Sukini, Sukini Sulaiman Sulaiman Supriandi Supriandi, Supriandi Suwarna, A. Idun Syatria Adymas Pranajaya Tumian Lian Daya Purba Umi Salawati Vini Rizqi, Vini Wahidin Wahidin Wibowo, Sarwo Eddy Yarbo, Sahara Yusuf Iskandar Zulfikri, Agung