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All Journal Jurnal Pemberdayaan: Publikasi Hasil Pengabdian kepada Masyarakat (JPM ITTC ) Journal of Economics and Management Scienties
Riri Putri Dika
Universitas Putra Indonesia YPTK Padang
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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Sosial Media Marketing Untuk Pengembangan UMKM Riri Putri Dika; Vivi Puspita Sari; Pinta Medina
Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat Vol. 2 No. 1 (2023): Januari - Juni
Publisher : CV. ITTC INDONESIA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47233/jpmittc.v1i2.886

Abstract

Social media marketing is a marketing strategy that involves using social media platforms to promote and develop MSME businesses (Micro, Small and Medium Enterprises). The population of social media users that continues to increase, the use of social media to develop MSME businesses can be a very effective and efficient tool. Therefore, the community service team from Putra Indonesia University "YPTK" carried out community service activities for MSME business actors, especially micro businesses with the aim of educating marketing digitalization. The purpose of this research is to explore how the use of social media marketing supported the growth and development of MSME. Social media enables MSME to reach a wider audience globally. With a broad platform and active users, MSMEs can expand their market reach and attract new customers. the use of social media marketing has great potential to help the development of MSMEs. By utilizing social media platforms wisely, MSMEs can expand market reach, build relationships with customers, and promote their products or services. However, it is important for MSMEs to design the right strategy, produce interesting content, and keep abreast of trends and changes in the world of social media to achieve success in utilizing social media marketing.
AI-Powered Marketing: Analyzing the Impact of Artificial Intelligence on Customer Experience Personalization in the Digital Era Riri Putri Dika; Ahmad Vajri Rahman; Yani Sri Mulyani
Journal of Economics and Management Scienties Volume 8 No. 2, March 2026
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/jems.v8i2.295

Abstract

This study investigates the influence of artificial intelligence on customer experience personalization within digital platforms by examining three key predictors: AI-driven personalization, perceived relevance, and interaction quality. Using a quantitative approach, data were collected from 120 active users of AI-enabled platforms through purposive sampling and screening procedures conducted between January and February 2025. A total of 16 validated Likert-scale items were used to measure the constructs, and the measurement model demonstrated strong reliability and convergent validity, with AVE values ranging from 0.62 to 0.74 and Composite Reliability values between 0.86 and 0.91. Regression analysis revealed that AI-driven personalization had the strongest positive effect on customer experience personalization (β = 0.41, p < 0.001), followed by perceived relevance (β = 0.28, p < 0.001) and interaction quality (β = 0.22, p = 0.002). The model accounted for 58% of the variance in personalized customer experiences (R² = 0.58), indicating a robust explanatory power. These findings demonstrate that personalization is a multidimensional construct shaped by technological intelligence, cognitive alignment, and user–system interaction fluency. The study highlights the importance of integrating AI capabilities with meaningful content delivery and seamless interface design, offering practical insights for digital platforms seeking to enhance personalization and user engagement. Future research may explore moderating factors such as trust, privacy concerns, platform characteristics, and cross-cultural variations.
Co-Authors Ahmad Vajri Rahman Pinta Medina Vivi Puspita Sari Yani Sri Mulyani