Artificial Intelligence Technology Adoption Decision-Making Process in MSMEs Marketing Practices
Article Sidebar
MSME’s,
Innovation Adoption
Main Article Content
Abstract
Artificial intelligence (AI) is a technology that transforms various aspects of life, including business marketing practices. This study aims to describe the decision-making process in adopting AI among MSMEs in DKI Jakarta and Greater Bandung. A descriptive quantitative method was used with descriptive analysis and cross-tabulation. A total of 119 MSME respondents who are digitalized and familiar with AI were analyzed to map the AI adoption process. The results show that most respondents have adopted AI, especially micro-businesses in the culinary sector. Respondents demonstrated basic knowledge of AI, along with personal characteristics and communication habits that support adoption. AI is perceived to offer relative advantages, compatibility with values and needs, ease of trial, and observable results. However, some respondents still find AI difficult to use. Improving AI training, digitalization efforts, and supportive policy-making are needed to strengthen the digital ecosystem for MSMEs.
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Abdullah, M. (2015). Metode Penelitian Kuantitatif (1st ed.). Aswaja Pressindo.
Ariyanto, A., Bangun, R., Indillah, M. R. M., Trenggana, A. F. M., Sholihah, D. R., Ariyanti, M., Widiati, E., Irawan, P., Ratih, S. D., Ismail, R. S., Putra, D. S., Utama, A. M., Syahputra, & Bancin, J. B. (2023). Manajemen Pemasaran (U. Saripudin, Ed.; 1st ed.). Widina Bhakti Persada Bandung.
Bhalerao, K., Kumar, A., Kumar, A., & Pujari, P. (2022). A Study Of Barriers And Benefits Of Artificial Intelligence Adoption In Small And Medium Enterprise. Academy of Marketing Studies Journal, 26(1), 1–6.
Chui, M., Hazan, E., Roberts, R., Singla, A., Smaje, K., Sukharevsky, A., Yee, L., & Zemmel, R. (2023). The economic potential of generative AI The next productivity frontier The economic potential of generative AI: The next productivity frontier.
Dancheva, V. (2023.). Top gen AI uses in marketing & advertising worldwide 2023| Statista. Statista. Retrieved April 28, 2025, from https://www.statista.com/statistics/1404764/gen-ai-uses-marketing-advertising/
Feuerriegel, S., Hartmann, J., Janiesch, C., & Zschech, P. (2024). Generative AI. Business and Information Systems Engineering, 66(1), 111–126. https://doi.org/10.1007/s12599-023-00834-7
Kementrian Koperasi dan UKM RI. (2008). Undang-Undang Nomor 20 Tahun 2008 tentang Usaha, Mikro, Kecil, dan Menengah. Retrieved April 28, 2025, from https://ojk.go.id/waspada-investasi/id/regulasi/Pages/Undang-Undang-Nomor-20-Tahun-2008-tentang-Usaha,-Mikro,-Kecil,-dan-Menengah.aspx
Kirova, M., & Boneva, M. (2024). Artificial intelligence: challenges and benefits for business. New Trends in Contemporary Economics, Business and Management. Selected Proceedings of the 14th International Scientific Conference “Business and Management 2024.” https://doi.org/10.3846/bm.2024.1277
Kotler, Philip., & Keller, K. Lane. (2012). Marketing management. Prentice Hall.
Rogers, E. M. (1995). Diffusion of innovations. Free Press.
Schwaeke, J., Peters, A., Kanbach, D. K., Kraus, S., & Jones, P. (2024). The new normal: The status quo of AI adoption in SMEs. Journal of Small Business Management. https://doi.org/10.1080/00472778.2024.2379999
Sihotang, H. (2023). Metode Penelitian Kuantitatif (E. Murniarti, Ed.; 1st ed.). UKI Press.
Watney, C., & Auer, D. (2021). Encouraging AI adoption by EU SMEs.