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All Journal Journal Of Indonesian Social Society New Economy
Achmad Puariesthaufani N
Universitas Muhammadiyah Sumatera Utara
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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The Efficacy of Artificial Intelligence (AI) Adoption in Enhancing Social Media Marketing Creativity for Micro, Small, and Medium Enterprises (MSMEs) in North Sumatra: A Comprehensive Investigation Achmad Puariesthaufani N; Satria Tirtayasa
New Economy Vol. 2 No. 1 (2026)
Publisher : CV. Akira Java Bulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63935/5xxqda48

Abstract

This research investigates the efficacy of Artificial Intelligence (AI) adoption in enhancing social media marketing creativity among Micro, Small, and Medium Enterprises (MSMEs) in North Sumatra. It examines how AI tools influence ideation, content generation, and strategic execution of marketing campaigns. Amidst digital transformation, social media platforms are crucial for MSMEs, and AI offers transformative potential for optimizing marketing efforts and fostering creativity. Despite AI's growing recognition, empirical evidence on its impact on MSME marketing creativity, especially in developing economies, remains limited, highlighting a gap in understanding its nuanced influence beyond mere automation. Employing a qualitative descriptive approach, this study utilizes semi-structured interviews to explore the lived experiences of MSME representatives, analyzing themes related to AI adoption, marketing creativity, and productivity. Preliminary quantitative data from 350 respondents indicates varying levels of AI usage across regions, with social media marketing widely adopted but direct AI application for product design less prevalent. Findings suggest that AI integration significantly enhances ideation, content originality, and strategic campaign alignment, positioning AI as a catalyst for creativity and marketing productivity for resource-limited MSMEs. This study contributes empirically by quantifying AI's impact, demonstrating its role as a strategic partner in unlocking creative expression and driving superior marketing outcomes for MSMEs in North Sumatra.
Kajian Dampak Pelatihan dan Pengembangan Sumber Daya Manusia dalam Berbagai Sektor Industri Achmad Puariesthaufani N; Sjahril Effendy Pasaribu; Dewi Sri Handayani; Muthi’ah Patuan
Journal Of Indonesian Social Society (JISS) Vol. 1 No. 1 (2023): JISS - Februari
Publisher : PT. Padang Tekno Corp

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (225.411 KB) | DOI: 10.59435/jiss.v1i1.26

Abstract

Keberadaan pelatihan dan pengembangan karyawan menunjukkan bahwa organisasi tidak hanya memanfaatkan karyawan potensial, tetapi juga pada individu yang dapat berkomitmen untuk mencapai tingkat tanggung jawab yang lebih tinggi. Pelatihan dan pengembangan juga menjadi sangat berdampak terhadap kinerja, bila dari talenta karyawan yang paling diandalkan dalam suatu organisasi dengan melatih mereka dengan baik. Hasil kajian tehadap literatur yang meneliti pengaruh pelatihan dan pengembangan di berbagai sector industry, menegaskan bahwa kedua hal tersebut punya dampak yang cukup signifikan dalam mempengaruhi kompetensi serta kinerja karyawan, bahkan berpengaruh dalam peningkatan keduanya bila disertai dengan metode yang tepat sesuai kebutuhan individu setiap karyawan.
Co-Authors Dewi Sri Handayani Muthi’ah Patuan Satria Tirtayasa Sjahril Effendy Pasaribu