Pemanfaatan Teknologi Otomatisasi Konten untuk Efisiensi Waktu Pemasaran Digital pada UMKM Kuliner
DOI:
https://doi.org/10.47065/jpm.v7i2.3278Keywords:
Digital Marketing; Artificial Intelligence; Smartpreneur; Culinary MSME; Content GenerationAbstract
Culinary Micro, Small, and Medium Enterprises (MSMEs) play an important role in the local economy, yet they often face limited time and human resources in managing digital marketing. This community service activity aimed to train a culinary MSME partner engaged in catering and bakery in Pontianak City to use Artificial Intelligence (AI) wisely through the Smartpreneur concept. The partner's main problem was time inefficiency, as producing one social media promotional material took one to three hours and disrupted production. The activity involved 17 participants comprising the partner's entire workforce. The method consisted of a preparation stage, an implementation stage in the form of interactive training and direct demonstration, and an evaluation stage using pre-test and post-test questionnaires, performance assessment, a time-motion study, and a satisfaction questionnaire. The training combined Gemini AI for text engineering using the P-T-K-F formula and AIDA copywriting, and Pippit AI for visual automation. The average pre-test score of 42 (fair category) rose to 82 (very high category) in the post-test, with an improvement of 95.2 percent and an N-Gain value of 0.69 in the medium category. All participants exceeded the minimum mastery criterion of 75, and the participant satisfaction index reached 85.1 in the very satisfied category. Content production time decreased to a maximum of 15 minutes per content. The Smartpreneur Pocketbook provided an independent guide for the partner. The AI intervention proved effective in accelerating MSME digital content production without eliminating the entrepreneurs' original creativity or local cultural identity.
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Copyright (c) 2026 Adiyath Randy Yudimamase, Asri Hidayati, Era Prestoroika, Laila Nurfitrah Lubis, Debbie Yuari Siallagan, Magdalena Depriyani, Rudy Tandra, Samuel Dendy Krisandi, Eka Mustika Sari, Haikal Haikal
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