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Dede Kurniawan
Program Teknologi Pendidikan FKIP Universitas Tanjungpura Pontianak.
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Journal : International Journal of Community Service

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Empowering Local MSMEs in Purwakarta through AI-Based Market Intelligence (a Case Study at Ceramic Product) Sjaifudian, Hetifah; Husnah, Nuzul; Mardiana, Nina; Pratama, Febryawan Yuda; Syafei, M. Yani; Srisuk, Prattana; Rosida, Nina; Kurniawan, Dede
International Journal Of Community Service Vol. 6 No. 2 (2026): May 2026 ( Indonesia - Thailand - 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.
Co-Authors Achirda, Nur ahmad yani Akbar, Raihan Ryanta Alfiati Silfi Amin, Imam Muslim Andina Halimsyah Rambe Ari Riswanto, Ari ASFAR, ANDI HASRYNINGSIH Aslam, Zulvi Kurniawan Asrafi, Ibnu Budiarti, Khairunnisa Arsy Dani Amran Hakim Darma Prabudi Dibyo Pramono Erna Sariana Fathiyah, Zakiah Fitriana Destiawati Fitriana Destiawati Hadi, Muhamad Abdul Harahap, Lukman Hakim Hayah, Zahratul Hermawan, Mhd Anggi Husnah, Nuzul I Komang Wahyu Wiguna Indayana Febriani Tanjung, Indayana Febriani Joko Joko Kartini, Tini Kasaogi, Rihlan Kurniawan Saputra Mardiana Mardiana mardiana, nina Martha, Nariza Adara Maya Ariyanti Mubarak, Firhan Nafis, Muhammad Ning Rintiswati Nopriansyah, Agi Nurhadi, Muhammad Agus Pratama, Febryawan Yuda Rahili, Rahili Ria Nelly Sari Rian Kurnia, Rian Riski Taufik Hidayah Rosida, Nina Sayehu, Coauthor sayehu, sayehu Sinaga, Soni Askar Siregar, Hamonangan Sjaifudian, Hetifah Srisuk, Prattana Sundari, Ella Suryadiningrat, Nining Syafei, M. Yani Syawani Umar Tarihoran, Naf’an Tiroy, Forkas Trisna Insan Noor Yofiza, Yofiza Yulianingsih, Yulianingsih Zulaiha, Eni