Artificial Intelligence (AI) Adoption as Marketing Tools among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia

Abstrak

Despite MSMEs' crucial role in Indonesia's economy, their utilization of
artificial intelligence (AI) remains restricted. This paper investigates the
adoption of artificial intelligence (AI) among micro, small, and medium
enterprises (MSMEs) in Indonesia, providing a comprehensive analysis of the
difficulties and potential advantages. AI implementation is essential for these
businesses because it may significantly enhance economic growth through
improved productivity, cost reduction, and increased competitiveness.
Furthermore, AI facilitates the decision-making process and fosters data-based
innovation. The study investigates the correlation between competitive
pressure, top management commitment, staff adaptability, perceived utility,
and simplicity of use in the adoption of artificial intelligence (AI) among
micro, small, and medium enterprises (MSMEs) in Indonesia. By addressing
these gaps, we can enhance our comprehension of how MSMEs can utilize AI
adoption as a marketing tool, thereby fostering their growth and success. The
results emphasize the significance of top management commitment (TMC),
employee adaptability (EA), perceived usefulness (PU), and perceived ease of
use (PEOU) in encouraging the adoption of AI among micro, small, and
medium enterprises (MSMEs) in Indonesia.