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Sjaifudian, Hetifah
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Digital Transformation of Local MSMEs: Applying AI-Based Market Intelligence in Purwakarta (a Case Study at Ceramic Product) Syafei, M. Yani; Sjaifudian, Hetifah; Sumarto, Siswanda H.; Husnah, Nuzul; Omar, Abdisamad Abdirahim; Rohmana, Aceng; Nelly
International Journal of Community Service (IJCS) Vol. 5 No. 1 (2026): January-June
Publisher : PT Inovasi Pratama Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55299/ijcs.v5i1.1882

Abstract

This international community service program aims to support the digital transformation of local Micro, Small, and Medium Enterprises (MSMEs) by applying AI-based market intelligence, focusing on ceramic product MSMEs in Purwakarta, Indonesia. The program was conducted using a participatory approach through training, practical mentoring, and evaluation involving lecturers, students, international academic partners, and MSME actors. The main objective was to enhance MSME capabilities in understanding market trends, identifying customer segments, analyzing competitors, and developing digital marketing strategies using artificial intelligence tools. The results indicate that participants experienced significant improvement in their understanding of digital transformation, shifting from basic social media usage toward a more comprehensive approach involving data-driven decision-making and market analysis. Through practical sessions, participants were able to generate customer personas, product positioning strategies, digital promotional content, and product descriptions using AI tools. The program also encouraged MSMEs to develop more adaptive and customer-oriented marketing approaches, particularly in promoting ceramic products as both functional and creative goods. In addition, the activity demonstrated that AI-based market intelligence can be applied effectively by MSMEs when delivered through simple, contextual, and practice-oriented methods. Despite initial challenges related to digital literacy and familiarity with AI tools, participants showed strong interest in adopting these technologies for their business development. The study concludes that integrating AI into MSME marketing practices can enhance competitiveness and market responsiveness. Continuous mentoring and collaboration between academic institutions and MSMEs are essential to ensure sustainable digital transformation and long-term business growth.
Examining Customer Engagement In Linking Social Media Content Quality, Influencer Credibility, And Purchase Intention Sjaifudian, Hetifah; Sumarto, Siswanda H.; Husnah, Nuzul
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 11 No. 01 (2026): JESPB Edisi April 2026
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v11i01.3214

Abstract

This study examines the mediating role of customer engagement in the relationships between social media content quality, influencer credibility, and purchase intention toward MSME products in West Java. In digital marketing, platforms such as Instagram and TikTok have become important promotional channels for MSMEs, making content quality and influencer credibility key factors shaping consumer responses. This study used a quantitative approach with an explanatory research design. Data were collected through an online questionnaire from 200 respondents in West Java who actively use Instagram or TikTok, had seen MSME promotions in the last three months, and had been exposed to influencer-based promotions. Data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that social media content quality and influencer credibility have positive and significant effects on customer engagement and purchase intention. Customer engagement also positively influences purchase intention and significantly mediates the effects of social media content quality and influencer credibility on purchase intention, indicating partial mediation. Social media content quality has the strongest effect on customer engagement, while influencer credibility has the strongest direct effect on purchase intention. These findings highlight the importance of content quality, credible influencers, and customer engagement in improving MSME marketing effectiveness.
The Role Of Ai-Based Personalized Marketing On Customer Trust And Online Repurchase Intention In E-Commerce Sumarto, Siswanda H.; Sjaifudian, Hetifah; Husnah, Nuzul
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 11 No. 01 (2026): JESPB Edisi April 2026
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v11i01.3215

Abstract

This study examines the effect of AI-Based Personalized Marketing on Customer Trust and Online Repurchase Intention among e-commerce users in West Java, Indonesia. As artificial intelligence becomes increasingly embedded in e-commerce through personalized recommendations, targeted promotions, and behavior-based notifications, its effectiveness depends not only on relevance and usefulness but also on the ability to build customer trust. Therefore, Customer Trust is positioned as a mediating variable in this study. A quantitative explanatory approach was employed, using data collected from 220 active e-commerce users in West Java who had purchased online at least twice in the last six months and had been exposed to AI-based personalized marketing. The data were analyzed using PLS-SEM with SmartPLS 4. The results show that AI-Based Personalized Marketing positively and significantly affects Customer Trust (β = 0.516, p < 0.001) and Online Repurchase Intention (β = 0.225, p < 0.001). Customer Trust also positively and significantly affects Online Repurchase Intention (β = 0.454, p < 0.001) and partially mediates the relationship between AI-Based Personalized Marketing and Online Repurchase Intention (β = 0.234, p < 0.001). These findings highlight trust as a key mechanism linking personalization and sustainable repurchase behavior in e-commerce.
Digital Customer Experience And Brand Loyalty In The Online Muslim Fashion Industry Husnah, Nuzul; Sumarto, Siswanda H.; Sjaifudian, Hetifah
Jurnal Ekonomi Syariah Pelita Bangsa Vol. 11 No. 01 (2026): JESPB Edisi April 2026
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jespb.v11i01.3216

Abstract

This study examines the effect of Digital Customer Experience on Brand Loyalty, with Perceived Value as a mediating variable, in the Online Muslim Fashion industry in West Java, Indonesia. The rapid growth of digital commerce has intensified competition among Online Muslim Fashion brands, making the quality of digital interactions a key factor in shaping customer evaluations and long-term loyalty. This study used a quantitative explanatory design. Data were collected through an online questionnaire distributed to consumers in West Java who had purchased fashion products online at least twice in the last six months and had interacted with a fashion brand through digital platforms. Using purposive sampling, 200 respondents were selected. Data were analyzed using covariance-based Structural Equation Modeling, including Confirmatory Factor Analysis, reliability testing, goodness-of-fit evaluation, structural model testing, and mediation analysis. The results show that Digital Customer Experience positively and significantly affects Perceived Value and Brand Loyalty, while Perceived Value also positively and significantly affects Brand Loyalty. In addition, Perceived Value partially mediates the relationship between Digital Customer Experience and Brand Loyalty. These findings indicate that loyalty in the Online Muslim Fashion industry is shaped by both the quality of digital interactions and the value perceived by consumers.
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 Dede Kurniawan Husnah, Nuzul mardiana, nina Nelly Omar, Abdisamad Abdirahim Pratama, Febryawan Yuda Rohmana, Aceng Rosida, Nina Srisuk, Prattana Sumarto, Siswanda H. Syafei, M. Yani