Adopsi Artificial Intelligence (AI) terhadap Digital Marketing UMKM Kuliner di Kecamatan Bidawidya
DOI:
https://doi.org/10.55606/cemerlang.v6i3.9958Keywords:
Artificial Intelligence, Culinary Sector, Digital Marketing, MSMEs, Technology AdoptionAbstract
The rapid development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to adopt various technological innovations to improve marketing effectiveness. One of the technologies that is increasingly being utilized is Artificial Intelligence (AI), which assists businesses in content creation, market analysis, promotion personalization, and customer interaction management more efficiently. This study aims to analyze the effect of Artificial Intelligence (AI) adoption on digital marketing among culinary MSMEs in Bina Widya District, Pekanbaru City. This research employed a quantitative approach with a causal research design. The sample consisted of 30 culinary MSMEs selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using simple linear regression analysis. The results indicate that the levels of Artificial Intelligence (AI) adoption and digital marketing among MSMEs are generally categorized as high. The regression analysis shows that Artificial Intelligence (AI) has a positive and significant effect on MSME digital marketing, with a significance value of 0.001 < 0.05 and a calculated t-value of 4.779 > 2.048. Furthermore, the coefficient of determination (R²) value of 0.449 indicates that Artificial Intelligence (AI) explains 44.9% of the variation in MSME digital marketing, while the remaining 55.1% is influenced by other factors not examined in this study. Therefore, a higher level of Artificial Intelligence (AI) adoption leads to better implementation of digital marketing among culinary MSMEs.
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