Membangun Keunggulan Bersaing UMKM Melalui Pemasaran Berbasis Artificial Intelligence dan Adaptasi Digital: Peran Mediasi Keterlibatan Pelanggan

Puspita Lianti Putri

doi:10.30640/jmcbus.v4i3.7135

Authors

Puspita Lianti Putri Universitas Harapan Bangsa

DOI:

https://doi.org/10.30640/jmcbus.v4i3.7135

Keywords:

Artificial Intelligence, Competitive Advantage, Customer Engagement, Digital Adaptation, MSMEs

Abstract

The development of digital technology and Artificial Intelligence has transformed MSME marketing strategies, particularly in strengthening customer relationships and creating competitive advantage. This study analyzes the role of Artificial Intelligence-based marketing and digital adaptation in enhancing MSME competitive advantage through customer engagement as a mediating variable. Using a quantitative explanatory approach, this study involved 150 MSME actors in Banyumas Regency who had used digital media for marketing and utilized Artificial Intelligence-based technologies, such as ChatGPT, Canva AI, Meta AI, Gemini, chatbots, or similar applications. The sample was selected through purposive sampling, and data were collected using a five-point Likert-scale questionnaire. Data analysis was conducted using Partial Least Squares-based Structural Equation Modeling with SmartPLS. The results show that Artificial Intelligence-based marketing and digital adaptation have positive and significant effects on customer engagement. Customer engagement also has a positive and significant effect on MSME competitive advantage and mediates the relationship between Artificial Intelligence-based marketing, digital adaptation, and MSME competitive advantage. These findings indicate that competitive advantage is shaped not only by technology adoption, but also by the ability to transform technology into active, responsive, and valuable customer interactions.

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