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All Journal Annual Research Seminar Sistemasi: Jurnal Sistem Informasi JOURNAL OF INFORMATICS AND TELECOMMUNICATION ENGINEERING Jurnal Komputer Terapan Dinamisia: Jurnal Pengabdian Kepada Masyarakat INTECOMS: Journal of Information Technology and Computer Science Jurnal Teknologi Sistem Informasi dan Aplikasi JURIKOM (Jurnal Riset Komputer) Building of Informatics, Technology and Science Progresif: Jurnal Ilmiah Komputer Jurnal Informatika dan Rekayasa Elektronik Jurnal Tekinkom (Teknik Informasi dan Komputer) Journal of Applied Science, Engineering, Technology, and Education Jurnal Generic KLIK: Kajian Ilmiah Informatika dan Komputer Jurnal Ekonomi ABDIKOM The Indonesian Journal of Computer Science JuTISI (Jurnal Teknik Informatika dan Sistem Informasi) Jurnal Teknik Informatika dan Desain Komunikasi Visual
Dedy Kurniawan
Universitas Sriwijaya
Arts Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Progresif: Jurnal Ilmiah Komputer

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Analisis TAM: Penerimaan Generative AI pada Pemasaran UMKM Pasar 16 Ilir Palembang Monica Andini; Dedy Kurniawan
Progresif: Jurnal Ilmiah Komputer Vol 22, No 1 (2026): Januari
Publisher : STMIK Banjarbaru

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35889/progresif.v22i1.3544

Abstract

Palembang City has many Micro, Small and Medium Enterprises which are the backbone of the local economy, but there is still little research regarding the acceptance of Generative AI in marketing operations. This research aims to analyze the level of acceptance of Generative AI by MSMEs and its influence on consumer loyalty using the Technology Acceptance Model (TAM) approach. The research was conducted with 130 MSMEs as respondents, using quantitative methods and Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis via SmartPLS software. The research results show that MSMEs accept Generative AI well, especially in creating promotional content, designing slogans, and communicating with consumers. The application of Generative AI has been proven to increase customer loyalty, as can be seen from the increased frequency of repeat purchases. These findings provide strategic insight for MSMEs to optimally maximize the potential of Generative AI in marketing operations.Keywords: Generative AI; Technology Acceptance Model; Micro, Small and Medium Enterprises; Marketing; Consumer Loyalty AbstrakKota Palembang memiliki banyak Usaha Mikro Kecil dan Menengah (UMKM) yang menjadi tulang punggung ekonomi lokal, namun masih sedikit penelitian mengenai penerimaan Generative AI dalam operasional pemasaran. Penelitian ini bertujuan untuk menganalisis tingkat penerimaan Generative AI oleh UMKM dan pengaruhnya terhadap loyalitas konsumen menggunakan pendekatan Technology Acceptance Model (TAM). Penelitian dilakukan dengan responden sebanyak 130 pelaku UMKM, menggunakan metode kuantitatif dan analisis Partial Least Squares Structural Equation Modeling (PLS-SEM) melalui software SmartPLS. Hasil penelitian menunjukkan bahwa UMKM menerima Generative AI dengan baik, terutama dalam pembuatan konten promosi, perancangan slogan, dan komunikasi dengan konsumen. Penerapan Generative AI terbukti meningkatkan loyalitas pelanggan, terlihat dari meningkatnya frekuensi pembelian berulang. Temuan ini memberikan insight strategis bagi UMKM untuk memaksimalkan potensi Generative AI dalam operasional pemasaran secara optimal.Kata kunci: Generative AI; Technology Acceptance Model; Usaha Mikro Kecil dan Menengah; Pemasaran; Loyalitas Konsumen
Co-Authors Ahmad Rifai Ahmad Rifai Ahmad Rifai Ali Ibrahim Alif, Rahmat Allsela Meiriza Allsela Meiriza, Allsela Amalsyah, Muhammad Rizky Anik Rahmawati, Anik Annisa Khoiriah Annisa Khoiriah Apriansyah Putra Apriansyah Putra Arba'i, Sultan Ari Wedhasmara Ariansyah Saputra Ariansyah Saputra Ariansyah Saputra Bayu Wijaya Putra Billan, Angel Caroline Dwi Rosa Indah Endang Lestari Ruskan Endang Lestari Ruskan Enjelina Tampubolon Fathoni - Fathoni Fathoni Fatimah Azzahrah Fika Febrika Hanifah, Izzati Millah Hikmah, Lailatul Huda Ubaya Huda Ubaya Huda Ubaya Jaidan Jauhari Karisa Anjani Fakhri Kemahyanto Exaudi Ken Ditha Tania M Rudi Sanjaya M Rudi Sanjaya Sanjaya M. Rudi Sanjaya M. Rudi Sanjaya M. Rudi Sanjaya Sanjaya Monica Andini Nadia Anggraini Nilda Syah, Naziah Oktadini, Nabila Rizky Pacu Putra Perdani, Tharisa Antya Purwita Sari Purwita Sari Purwita Sari, Purwita Putri Eka Sevtiyuni Putri Eka Sevtiyuni Putri, Naila Raihana Rahmad Fadli Isnanto Rahmat Alif Akbari Rahmat Fadli Isnanto Rahmat Fadli Isnanto Risyahputri, Aliyananda Rossi Passarella Rudi Sanjaya Rudi Sanjaya Sanjaya, M Rudi Sevtiyuni, Putri Eka Sultan Arba'i Sutarno Sutarno Sutarno Sutarno Syamsuryadi Syamsuryadi Yadi Utama