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Journal : Journal The Winners

The Role of AI, IoT, and E-Marketing in Enhancing the Sustainability and Competitiveness of MSMES Sedana Putra, Komang Widhya; Laksmi, Kadek Wulandari; Ariwangsa, IGN Oka
Journal The Winners Vol. 25 No. 2 (2024): Journal The Winners
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/tw.v25i2.12395

Abstract

The research examined how the integration of Artificial Intelligence (AI), the Internet of Things (IoT), and e-marketing can enhance the sustainability and competitiveness of Micro, Small, and Medium Enterprises (MSMEs). It addresses the gap in existing literature regarding the synergistic effects of these technologies in overcoming resource constraints often faced by MSMEs during digital transformation. While previous research has focused on the individual benefits of AI or IoT, limited attention has been given to their combined impact on e-marketing and its influence on MSME sustainability. The research applied a quantitative approach to survey 200 MSMEs in Denpasar City through a Likert-scale questionnaire and analyzed with PLS-SEM version 4.0. The findings reveal that AI improves access to e-marketing channels and operational efficiency, while IoT enhances data analytics and automates business processes. Their integrated adoption significantly boosts digital marketing performance, positively affecting MSME sustainability. The challenges identified include the high costs and expertise required for effective implementation. Nonetheless, with appropriate investment and technical support, AI, IoT, and e-marketing synergy can make MSMEs more sustainable. From a managerial perspective, the long-term integration of these technologies into business strategies is critical for sustaining growth in the digital era.
Co-Authors A.A. Sri Arika Deviana Putri Adriati, I Gst. Ayu Wirati Anak Agung Natsumi Kusumaputri Ariwangsa, I G. N. Oka Ariwangsa, I G.N. Oka Ariwangsa, I Gusti Ngurah Oka Arlantara Putra, Alvin Asrya Wijayanti, Ni Kadek Wiwin Ayu Agung Mirah Virgianitri, I Gusti Budiatha, I Made Augie Putra Chintia Camilo Desak Made Febri Purnama Desak Made Sukarnasih Desak Sukarnasih, Ni Made Devina Reditya, Ni Made Laksmi Dewi, Ni Kadek Lia Setia Dewi, Ni Komang Sri Berliana Dinda Ferdina, Ni Made Febriani, A A Sinta Krisna Febriyanti, Ni Komang Lina Fidyariska, Priskylia Jenia Gunaprya, Komang Rosemalla Dewi Gusti Ayu Tirtayani, I I G. N. Oka Ariwangsa I Gusti Ayu Tirtayani I Kadek Dwi Fajar Swastika I Komang Didi Kariana I Made Suidarma I Putu Dharmawan Pradhana I Putu Nadha Ambara Putra I Putu Satria Parayangan I Wayan Andra Wirawan IGN Oka Ariwangsa Jelantik, I Gusti Ayu Agung Istri Dinda Larasshanti Juwita Sari, Putu Ratna Kariana, I Komang Didi Komang Ayu Puspita Dewi Komang Sri Widiantari Laksmi , Kadek Wulandari Laksmi Aridewi, Putu Laksmi, Kadek Wulandari Made Mulyadi Made Sukarnasih , Desak Mahadhika Feryo Gotama Maitri, Wayan Sri Mariyani, Dini Martina Angelica Oktaviani Damai Martini, I. A. Oka Mulyadewi, I Gusti Agung Ayu Candra Nadya Dominica Putri Yudda Naraswari , Ida Ayu Yogi Ni Komang Ayulyantari Ni Komang Sri Berliana Dewi Ni Luh made Risnia Dewi Ni Made Desak Sukarnasih Ni Made Dwipayanti Ni Putu Bayu Widhi Antari Ni Putu Ena Kartika Dewi Ni Putu Nina Eka Lestari Ni Putu Wina Yustina Maharani Ni Wayan Lasmi Paramitha Pika, Putu Ayu Titha Parasari, Nyoman Sri Manik Prasetya Dewi, Made Indah Pratiwi, Ni Kadek Wulan Cahyaning Putri, Ni Putu Ayu Sriniken Dhamayanti Putu Purnama Dewi Rian Arif Fahendra Sahri Aflah Ramadiansyah Sari, Ni Nyoman Tri Puspa Sashia Putri, Putu Dinda Satria Wibawa, A. A. Ngurah Adi Septianee, Putu Ditha Setianingsih, Made Apriani Sri Maitri, Wayan Suwardyanba, Gede Irfan Swandewi, Anak Agung Mia Udayani, Ni Putu Ari Wayan Sri Maitri Wayan Sri Maitri Wijayani, Putu Ayu Diah Wulandari Laksmi, Kadek Wulantari, Ni Kadek