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Syafei, M. Yani
Department Of Industrial Engineering, President University, Cikarang
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Empowering Local MSMEs in Purwakarta through AI-Based Market Intelligence (a Case Study at Ceramic Product) Sjaifudian, Hetifah; Husnah, Nuzul; Mardiana, Nina; Pratama, Febryawan Yuda; Syafei, M. Yani; Srisuk, Prattana; Rosida, Nina; Kurniawan, Dede
International Journal Of Community Service Vol. 6 No. 2 (2026): May 2026 ( Indonesia - Thailand - Philippines)
Publisher : CV. Inara in Colaboration with www.stie-sampit.ac.id

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51601/ijcs.v6i2.984

Abstract

This international community service program aims to empower local Micro, Small, and Medium Enterprises (MSMEs) in Purwakarta through the application of AI-based market intelligence, focusing on ceramic product MSMEs. Unlike conventional digital marketing assistance, this program emphasizes the development of market-sensing capability, customer insight, product positioning, and data-informed promotional planning. The activity was implemented through participatory training, guided practice, mentoring, and evaluation involving lecturers, students, an international academic partner, and local MSME actors. Participants were introduced to practical AI tools to identify customer segments, generate product narratives, analyze market opportunities, and develop promotional content for ceramic products. The results show that the program improved participants’ awareness of market-oriented decision-making and enhanced their ability to translate product uniqueness into customer-centered marketing messages. Participants were also able to develop simple customer personas, AI-assisted product descriptions, competitor observation notes, and digital content ideas. The activity demonstrates that AI-based market intelligence can be used as an empowerment instrument for MSMEs when introduced through simple, contextual, and practice-based methods. Continuous mentoring is recommended to strengthen digital confidence, improve content consistency, and support sustainable market expansion for local ceramic MSMEs.
Co-Authors Acep Rohendi Adikusuma Dai, Karnadi Alfita Intan Putri PD Amroni, Amroni Anastasya Lidya Maukar Andi Muhamad Yusuf Andianto, Jonathan Andriani, Diana Aprilianti, Dhani Aqsha, Muhammad Farhan Asep Suryana Astillero, Marlon Rael Azhari, Andressa Noviar Burhan Primanintyo Burhan Primanintyo Burhan Primanintyo Clara Eunike Wahyuningsih Dede Kurniawan Dedi Triyanto Dhimas Tribuana Dina Luviyanti Dwi Hardiana, Candra Eman Suherman Fakbua, Nidanuch Filda Rahmiati Firmansyah, Deri Fitra, Eldeast Jane Abdul Hafni Rizanuddin Nur Haryadi, Yudi Hendar Rubedo Hening Herziatra Hernady, Joddy Husnah, Nuzul Iffan, Muhammad Jonathan Andianto Lestari, Novi mardiana, nina Masduki Maulana⁠, Rendi Mohamad Nur Isnanda musrifah, ai Nandang Komara Narimawati, Umi Narimawati Natasyashinta Liviadrianne Nelly Nico Irawan Nining Handayani Novianti, Windi Nurdiansyah, Deni Omar, Abdisamad Abdirahim Permadi, Candra Pradipto, Hendro Iwan Pratama, Febryawan Yuda Primanintyo, Burhan Puri Swastika Gusti Krisna Dewi Purwanto Purwanto Purwanto Purwanto Putri Iswahyudi, Dina Azizah Qudsiy, Asroyuddin El Rael Astillero, Marlon Rahayu, Siti Kurnia Rahma Wahdiniwaty Rohmana, Aceng Rosida, Nina Rosmiyanti, Yanti Sjaifudian, Hetifah Soffan, Raden Muhamad Sophia Louren Srisuk, Prattana Sumarto, Siswanda H. Surya, Desayu Eka Susetyo, Dwinanto Priyo Susilawati, Erna Sutisnawati, Yayah Syaefuddin Syaefuddin Syaefuddin, Syaefuddin Thapjun, Aujchara Tisa Lokadipati LS Tri Sutrisno Umi Narimawati Umiyati, Hesti Vorachat, Chonchanok Wahdiniwaty, Rahma Wahdiniwaty Wannapong, Chanchon Wardhani, Kristina Wiryo, Purwadhi Sawal Wulandari, Anna Yang, Zhuo