The Effect of Artificial Intelligence on Digital Marketing Management of MSMEs
DOI:
https://doi.org/10.37641/jimkes.v14i3.5057Keywords:
Artificial Intelligence, Digital Marketing Management, MSMEs Competitiveness, Society 5.0Abstract
The advancement toward the Society 5.0 era has encouraged MSMEs to increasingly adopt artificial intelligence in various business activities, particularly in digital marketing practices. However, empirical evidence examining the role of artificial intelligence in supporting digital marketing management among MSMEs, especially in developing countries, remains limited. This study investigates the influence of artificial intelligence utilization on digital marketing management among MSMEs in the Society 5.0 era. A quantitative approach was employed through a survey involving MSMEs that actively utilize digital technologies in their marketing activities. The collected data were analyzed using linear regression analysis with the assistance of SPSS software. The findings reveal that artificial intelligence utilization has a positive and statistically significant effect on digital marketing management among MSMEs. These results indicate that the integration of artificial intelligence into digital marketing activities contributes to improving marketing effectiveness and strengthening MSMEs’ competitiveness in the Society 5.0 era. Furthermore, this study contributes to the literature on technology-based digital marketing and provides practical implications for MSME practitioners and policymakers.
Downloads
References
Ahluwalia, L., Angelica, S., Permatasari, B., & Putri, A. D. (2023). Implementasi artificial intelligence dan aplikasi digital marketing dalam optimalisasi potensi umkm desa hanura, pesawaran. COMMENT: Journal of Community Empowerment, 3(1), 32-40.
Almaliki, R., & Rofiqoh, I. (2025). The role of digital marketing in technology-based MSME development efforts. Jurnal Ekuisci, 3(2), 95-104.
Andriana, D., & Fadilah, J. (2024). Implementasi artificial intelegence (ai) dalam perancangan strategi komunikasi pemasaran produk umkm. J-IKA: Jurnal Ilmu Komunikasi Fakultas Ilmu Komunikasi Universitas BSI Bandung, 11(2), 78-89.
Arfah, L. (2025). Implementing ai-driven digital marketing strategies in fashion MSMEs: An analysis of adoption and entrepreneurial practices. International Journal of Applied Finance and Business Studies, 13(1), 148-157.
Bhalla, N. (2025). Role of AI in MSMEs and its impact on financial performance and business sustainability. In Diversity, AI, and sustainability for financial growth (pp. 323-336). Paris: IGI Global Scientific Publishing.
Biriukov, Y. (2025). Innovative marketing strategies for business development in the context of digitalisation. Economics & Business Management, 16(4), 110-122.
Bu, Y., Jin, N., & Li, H. (2025). How does artificial intelligence affect the financing efficiency of small and medium-sized enterprises (SMEs)?. Pacific-Basin Finance Journal, 7(4), 34-45.
Dauda, M., & Gulani, G. (2025). Impact of digital marketing and artificial intelligence on SME performance in Nigeria. Uniben Journal of Marketing, 4(1), 258-269.
Drydakis, N. (2022). Artificial Intelligence and reduced SMEs’ business risks: A dynamic capabilities analysis during the COVID-19 pandemic. Information Systems Frontiers, 24(4), 1223-1247.
Ekasari, S., Judijanto, L., & Vandika, A. Y. (2024). The role of artificial intelligence and machine learning in precision targeting: Revolutionizing marketing strategies. Jurnal Ekonomi dan Bisnis, 2(3), 347-361.
Fadillah, F., Cholifah, F., Putri, A., Fitriani, Y., Rizan, M., & Wibowo, S. F. (2025). The dynamics of SME digital marketing in the digital business ecosystem. Greenation International Journal of Economics and Accounting, 3(1), 175-184.
Ghazaldi, M. R., & Wijaya, T. (2025). The role of artificial intelligence in marketing personalization digital era: A bibliometric analysis. Journal of Business and Management Review, 6(11), 1544-1562.
Hartanti, R. (2025). Enhancing small business growth through targeted content marketing in the digital age. JUMDER: Jurnal Bisnis Digital dan Ekonomi Kreatif, 1(4), 43-61.
Hasan, R. (2025). Enhancing market competitiveness through AI-powered SEO and digital marketing strategies in e-commerce. ASRC Procedia: Global Perspectives in Science and Scholarship, 1(01), 465-500.
Ho, L. T., Gan, C., Jin, S., & Le, B. (2022). Artificial intelligence and firm performance: does machine intelligence shield firms from risks?. Journal of Risk and Financial Management, 15(7), 302-312.
Indarwati, T. A. (2025). Navigating digital frontiers: A systematic literature review of digital marketing strategies in SMEs across emerging and developed economies (2015–2025). In International Conference on Digital Business Innovation and Technology Management (ICONBIT) (Vol. 1, No. 2). Cham: Springer.
Jurnalita, A. C. (2024). The impact of digital transformation on MSME competitiveness and economic growth. Arthatama: Journal of Business Management and Accounting, 8(2), 95-106.
Karundeng, D. R., & Suyanto, M. A. (2025). Optimizing digital marketing for competitive MSMES: integration of e-commerce and social media in Gorontalo. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 5489-5502.
Laksmono, R., Zulfikri, A., & Priyana, Y. (2025). The use of artificial intelligence to improve digital marketing strategies for MSMEs in Indonesia. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 371-378.
Lawrence, R. (2025). The utilization of AI in digital marketing to enhance business competitiveness: A study on Somethinc brand and Indonesian MSMEs. Journal of Applied Finance and Business Studies, 8(4), 35-45.
Le Dinh, T., Vu, M. C., & Tran, G. T. (2025). Artificial intelligence in SMEs: Enhancing business functions through technologies and applications. Information, 16(5), 415-425.
Librianty, N., Aryadi, A., Farhas, R. J., Firmananda, F. I., & Rozaini, R. (2025). Digital marketing management: Optimizing social media and online advertising for business. Jurnal Ilmiah Manajemen Kesatuan, 13(4), 2511-2520.
Liliana, D. Y., Nalawati, R. E., Marcheta, N., & Huzaifa, M. (2025). Pemanfaatan artificial intelligence dalam digital marketing: Transformasi UMKM di Kota Depok. Innovative: Journal Of Social Science Research, 5(2), 2169-2180.
Novitasari, D., Goestjahjanti, F. S., Rahardja, U., Santoso, S., Sihotang, S. V., Santoso, N. A., & Cesna, G. P. (2025). Optimizing msme performance through marketing capabilities and digital marketing adoption. In 2025 4th International Conference on Creative Communication and Innovative Technology (ICCIT) (pp. 1-7). New York: IEEE.
Putra, K. W. S., Laksmi, K. W., & Ariwangsa, I. O. (2024). The role of AI, IoT, and E-marketing in enhancing the sustainability and competitiveness of MSMES. Journal The Winners, 25(2), 125-135.
Putri, A. U., Mirani, D., & Khairunnisyah, T. (2023). Digital transformation for MSME resilience in the era of society 5.0. In Iapa Proceedings Conference (pp. 154-174). Cham: Springer.
Rahmani, S., Surya, A. P., Rifqi, M., Setiawan, S., & Gunawan, A. (2025). Adoption of Artificial Intelligence (AI) in small and medium enterprise e-commerce to improve marketing performance. Journal of Economics and Management Scienties, 6(4), 149-154.
Rangaswamy, A., Moch, N., Felten, C., Van Bruggen, G., Wieringa, J. E., & Wirtz, J. (2020). The role of marketing in digital business platforms. Journal of Interactive Marketing, 51(1), 72-90.
Ribhi, A. A., Budiono, G. K. S., & Rizki, M. I. (2025). Artificial intelligence in digital marketing performance optimization for micro small and medium enterprises in Surakarta. Jurnal Informatika Ekonomi Bisnis, 7(4), 1055-1060.
Sahat, R.H.S., Purba, S. E. E., Watung, S. R., Tumiwa, R. A. F., & Langi, J. H. (2025). Artificial Intelligence’s role in enhancing MSMEs revenue through digital promotion. Economic Education Analysis Journal, 14(3), 272-283.
Santosa, A. D., & Surgawati, I. (2024). Artificial intelligence (AI) adoption as marketing tools among micro, small, and medium enterprises (MSMEs) in Indonesia. Jurnal Sosial Humaniora (JSH), 17(1), 91-102.
Senyapar, H. N. D. (2024). Artificial intelligence in marketing communication: A comprehensive exploration of the integration and impact of AI. Technium Soc. Sci. J., 55(8), 64-75.
Setiawan, R., Prasetyo, P. T., & Yuniawan, A. (2025). Digital marketing strategy for sustainable performance of MSMEs: literature review. Research Horizon, 5(1), 33-46.
Setyowati, D., & Kurniawan, R. Y. (2025). Effectiveness of digital marketing supporting SDGS in Indonesia: Study of the SMEs and entrepreneurial intention. Journal of Psychology and Culture Behavior in SDGs, 1(2), 68-80.
Sharabati, A. A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 86-97.
Shoib, A. A., & Hermawan, A. (2025). The impact of artificial intelligence (ai) on consumer behavior in digital marketing: A systematic literature review. International Journal of Finance and Business Management, 3(3), 161-176.
Taherdoost, H. (2023). Digital marketing. In E-business essentials: building a successful online enterprise (pp. 205-236). Cham: Springer Nature Switzerland.
Wiweko, A., & Anggara, A. W. (2025). A review of digital marketing practices among SMEs in Indonesia: Trends, challenges, and opportunities. International Research Journal of Economics and Management Studies IRJEMS, 4(5), 99-110.
Wulandari, R., Nugroho, A., & Derriawan, D. (2025). Supporting factors of digital marketing and customer relationship management and their role in developing the champion UMKM Model in West Java: Literature review. Quantitative Economics and Management Studies, 6(2), 283-292.
Yang, X., Li, H., Ni, L., & Li, T. (2021). Application of artificial intelligence in precision marketing. Journal of Organizational and End User Computing (JOEUC), 33(4), 209-219.
Ziakis, C., & Vlachopoulou, M. (2023). Artificial intelligence in digital marketing: Insights from a comprehensive review. Information, 14(12), 664-675.
