Hubungan Penerapan Artificial Intelligence Pada Umkm Di Kota Palembang Terhadap Efektivitas Promosi

Abstract

The development of digital technology has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize various innovations to improve promotional effectiveness. One of the technologies widely used is Artificial Intelligence (AI), which assists in creating marketing content, analyzing consumer needs, and improving customer service quality. This study was conducted due to the limited information regarding the influence of AI implementation on promotional effectiveness among MSMEs, particularly in Palembang City. The objective of this study was to analyze the relationship, influence, and contribution of Artificial Intelligence implementation to the promotional effectiveness of MSMEs in Palembang City. This study employed a quantitative approach by collecting data through questionnaires distributed to MSME owners. The data were analyzed using the Chi-Square test, simple linear regression, coefficient of determination (R²), and t-test.

The results showed a significant relationship between Artificial Intelligence implementation and promotional effectiveness, with a significance value of 0.000 (<0.05). The simple linear regression analysis produced the equation Y = 0.211 + 0.889X, indicating that Artificial Intelligence implementation has a positive effect on promotional effectiveness. The t-test results also showed a significance value of 0.000, leading to the acceptance of the research hypothesis. The coefficient of determination (R²) value of 0.790 indicates that Artificial Intelligence implementation explains 79% of promotional effectiveness, while the remaining 21% is influenced by other factors outside this study. These findings demonstrate that the utilization of Artificial Intelligence plays an important role in improving promotional quality, expanding market reach, increasing marketing cost efficiency, and enhancing MSME competitiveness.