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All Journal JPBM (Jurnal Pendidikan Bisnis dan Manajemen) Jurnal Mirai Management Cetta: Jurnal Ilmu Pendidikan Journal of Education Technology Public Policy : Jurnal Aplikasi Kebijakan Publik dan Bisnis International Journal of Multi Discipline Science (IJ-MDS) Literacy: Jurnal Pendidikan Ekonomi Manajemen dan Kewirausahaan Balance : Jurnal Akuntansi dan Manajemen Journal of International Conference Proceedings Benefit : Journal of Bussiness, Economics, and Finance Riwayat: Educational Journal of History and Humanities International Journal of Management and Business Intelligence (IJMBI) Jurnal Manajemen Pendidikan Islam J-Shelves of Indragiri (JSI) Economic Education Analysis Journal Society AKRUAL : Jurnal Akuntansi dan Keuangan` Ekopedia: Jurnal Ilmiah Ekonomi
Sjeddie Watung
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Journal : Economic Education Analysis Journal

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Artificial Intelligence’s Role in Enhancing MSMEs Revenue through Digital Promotion HS, Sahat Renol; Purba, Selvita Eka Eviana; Watung, Sjeddie R; Tumiwa, Ramon Arthur Ferry; Langi, Jessylistina Hercyliana
Economic Education Analysis Journal Vol. 14 No. 3 (2025): Economic Education Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/eeaj.v14i3.33854

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in the global economy but face challenges in effectively leveraging artificial intelligence (AI)-based digital marketing. This study aims to analyze the effects of automation, personalization (PER), and advertising efficiency (EFF) on marketing performance (MP) and their implications for MSME revenue (REV). Data were collected through a cross-sectional survey of 95 MSMEs in North Sumatra that have adopted AI-based digital promotions. The questionnaire consisted of 25 indicators covering five constructs: AUT (5 items), PER (5 items), EFF (5 items), MP (5 items), and REV (5 items). The analysis was conducted using SEM-PLS. The results indicate that AUT (p = 0.000), PER (p = 0.011), and EFF (p = 0.000) significantly influence MP but do not have a direct effect on REV (p > 0.05). In contrast, MP (p = 0.000) serves as a key mediator, channeling the benefits of AI-based strategies into revenue growth. The research model explains 51% of the variance in Marketing Performance and 29.8% of the variance in Revenue. These findings underscore that the impact of AI on MSME revenue is indirect, occurring through enhanced marketing effectiveness, customer engagement, and promotional innovation. The implications suggest that strengthening digital capabilities, visionary leadership, and adequate technological infrastructure are prerequisites for MSMEs to fully exploit AI potential. Therefore, an integrated AI-based marketing strategy can enhance both competitiveness and financial performance of MSMEs in the digital era.
Co-Authors abu, ilham Agnes Rooroh Alfina Wildatul Fitriyah Allen A. CH. Manongko Alqurbani, Imam Bomboa, Christien A. Cantika Mamuaya Cecilia Lelly Kewo Cherys Laloan Chintya, Julien Christian EM Pelealu Edwin Wantah Faresi, Gilang Muhammad Fajri Febriyani Maureen Lidya Rattu Febryani M. L. Rattu Feine Tulung Fresilia Mamengko Gilly Marlya Tiwow Guratji, Ludiantri Lowimski Herman Philips Dolonseda Herman Philips Dolonseda Hill Gelfry Sau Imam Alqurbani Iwan Kandori Jackson Joshua Bawole Jamil, Jumrah Jerry R. H. Wuisang Jerry Rommy Herter Wuisang Jetly Owen Singal Johny Taroreh Jones Xaverius Pontoh Julia Sinoritha Jusak Patty Langi, Jessylistina Hercyliana Laratmase, Antonia Junianty lisa suoth Listriyanti Palangda Loho, Emilliano Lonto, Miryam Pingkan Mamangkey, Injili Ester Mambu, Roy Mohammad Reza Mandagi Najwa, Sitti Nanda Saputra Nikolas Fajar Wuryaningrat Nova Ch. Mamuaya Nuril Huda Palangda, Litriyanti Palinggi, Olivia Novianti Pantow, Feybiola pelle, Jufelsi Pesak, Oktaviani Purba, Selvita Eka Eviana Purwaningsih, Sri Siswanto Ramon Arthur Ferry Tumiwa Rattu, Febryani M. L. Ray Mambu Repi, Heidi Kristian Roy Mambu Sahat Renol HS - -, Sahat Renol HS - Sarahutu, Regina Margaretha Seroy, Siti Nurul Hasana Shelty D. M. Sumual Songgigilan, Arter Sophia Pongoh Sumajow, Shania Elisabet Sumampouw, Oliviane O Sumual, Shelti Sunarno Sunarno Tabita, . Tala, Olivia Tamboto, Henry Jeheskiel Daniel Taroreh, Johny Tika Mamonto Timporok, Sara Tineke Sumual Towadji, Anatasya Turang, Syelomita Yulianto Abas