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All Journal Al-Kharaj: Journal of Islamic Economic and Business
Desy Candra Novitasari
Unknown Affiliation
Economics, Econometrics & Finance

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Deepseek Adoption as a Companion to Support SMEs' Digital Marketing Strategy in Surabaya Desy Candra Novitasari
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 1 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i1.9051

Abstract

Purpose: This study aims to analyze the factors influencing the behavioral intention to adopt Deepseek as a digital marketing companion among Small and Medium Enterprise (SME) actors in Surabaya. The hypotheses tested include the influence of Perceived Ease of Use (PEU) and Perceived Usefulness (PU) on Behavioral Intention (BI) to adopt. Methods: This quantitative research employs a PLS-SEM model approach. Data was collected through an online questionnaire from 150 respondents comprising owners, marketing managers, or related staff across various SME sectors in Surabaya. The research instrument refers to validated variables of PEU, PU, and BI. Data analysis includes reliability and validity tests, as well as hypothesis testing using path analysis. Results: The findings indicate that both Perceived Ease of Use and Perceived Usefulness significantly and positively affect the intention to adopt Deepseek. Perceived Ease of Use also shows a strong direct effect on Perceived Usefulness. The model explains 87.3% of the variance in Behavioral Intention. Implications: The results provide practical insights for AI developers like Deepseek to enhance features that emphasize usability and tangible benefits for specific business tasks. For SME stakeholders and policymakers, the study highlights key drivers for digital tool adoption, suggesting that training programs should focus on improving both the perceived ease and the practical utility of such technologies to accelerate digital transformation in the SME sector.
Digital Pain Points: Analyzing Technology Barriers and Ai Companion Needs Among Micro-Enterprises In Jalan Tunjungan Surabaya Desy Candra Novitasari; Wisma Miftahur Rozi
Al-Kharaj: Journal of Islamic Economic and Business Vol. 7 No. 4 (2025): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v7i4.9052

Abstract

Purpose: This study investigates how heritage district constraints in Jalan Tunjungan, Surabaya, shape digital pain points and influence readiness for AI companion adoption among micro-enterprises, focusing on sales reporting and digital transformation barriers unique to historical commercial corridors.. Methods: Employing a sequential mixed-methods design, the research combined ethnographic observation (40 hours), semi-structured interviews with 20 micro-enterprise owners, and survey data from 35 businesses. Grounded in UTAUT2 and resource-based view theories, the study incorporated technology acceptance modeling within heritage business district contexts, utilizing methodological triangulation for validation. Results: Four primary pain points emerged: fragmented multi-platform management (78%), selective digital literacy gaps (65%), infrastructure limitations in heritage buildings (42%), and time-intensive manual reporting (87%). Paradoxically, 72% expressed AI assistance interest despite limited understanding. The study identified unique contextual barriers including heritage-infrastructure paradox and intergenerational digital deference within family businesses. Implications: The research proposes a contextualized AI companion framework addressing location-specific barriers and contributes to middle-range theory development in technology adoption. Practical recommendations include phased digital transformation strategies and hyper-localized implementation approaches for heritage commercial districts.
Co-Authors Wisma Miftahur Rozi