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All Journal Jurnal Studi Komunikasi SINERGI: Jurnal Ilmiah Ilmu Manajemen Dinasti International Journal of Digital Business Management Journal of Social Political Sciences (JSPS) International Journal of Business, Law, and Education International Journal of Health, Economics, and Social Sciences (IJHESS) Journal of Innovation in Management, Accounting and Business Jurnal Pendidikan Indonesia (Japendi) Journal of Business Management and Economic Development Jurnal Riset Multidisiplin dan Inovasi Teknologi BISMA: Bimbingan Swadaya Masyarakat Atestasi : Jurnal Ilmiah Akuntansi
Meithiana Indrasari, Meithiana
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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Journal : International Journal of Business, Law, and Education

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Enhancing SME Product Brand Equity in The Digital Age as Strategic Approaches in the Era of Artificial Intelligence Indrasari, Meithiana; Syamsudin, Nur; Tampubolon, Liosten Rianna Rosida Ully
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.512

Abstract

This research explores the role of strategic approaches in enhancing Small and Medium-sized Enterprises' (SMEs) product brand equity in the digital era. It focuses on the integration of Artificial Intelligence (AI) technologies, highlighting the opportunities and challenges SMEs face in enhancing their brand equity. The study evaluates various strategies for SMEs to navigate the digital complexities, including machine learning algorithms, natural language processing, and predictive analytics, to refine brand positioning, customer engagement, and personalized experiences. It also explores ethical considerations and potential risks associated with AI adoption, offering insights into maintaining consumer trust and ethical practices. The research synthesizes theoretical frameworks with practical implications, contributing to the understanding of strategic paradigms for SMEs to thrive in the digital age. The findings aim to provide actionable insights for SMEs and stakeholders to craft robust strategies aligning with AI capabilities, fostering sustainable brand equity growth and competitive advantage.
Co-Authors Abioye, Abdalah Aminullah Assagaf Asi, Yuli Sintha asnawi, anita Brumadyadisty, Garry Daniel Susilo Eddy Yunus Fatadona, Hendra Hapsari, Intan Nursini Hapsari, Intan Nursini Haryati, Eny Hashmi, Abdul Razzak Indyawati, Lilik Kewo, Stella Theodora M. Adhi Prasnowo, M. Adhi Moh Ali Fauzi Nur Syamsudin, Nur Pamuji, Eko Prasnowo, M Adhi Raditya Purnomo, Bambang Rhamadona, Sandika Sari, Devit Etika Slamet Riyadi Sufa, Siska Sufa, Siska Armawati Sukesi . Suyanto Tampubolon, Liosten Rianna Rosida Ully Wajdi, Muh Barid Nizarudin Winarko, Bagus Yuni Masrifatin