Peran Kecerdasan Buatan dalam Meningkatkan Efisiensi dan Efektivitas Strategi Pemasaran Omnichannel pada UMKM di Kota Semarang

Dimas Adi Wicaksono; Heru Yulianto; Faizah Mintya Rahmawati; Eva Isti Faizah

doi:10.35906/jurman.v10i2.2192

Peran Kecerdasan Buatan dalam Meningkatkan Efisiensi dan Efektivitas Strategi Pemasaran Omnichannel pada UMKM di Kota Semarang

Dimas Adi Wicaksono, Heru Yulianto, Faizah Mintya Rahmawati, Eva Isti Faizah

Abstract

Abstract

This study aims to examine the role of Artificial Intelligence (AI) in improving the efficiency and effectiveness of omnichannel marketing strategies for SMEs in Semarang City. The research method used is a qualitative approach with case studies on SMEs that have adopted AI. Data were collected through in-depth interviews with SME owners, managers, and employees, and analyzed using thematic analysis. The results show that the adoption level of AI in omnichannel marketing strategies among SMEs in Semarang City is still relatively low. Some SMEs have started utilizing chatbots, customer data analytics, and content personalization. The main challenges in AI adoption include lack of understanding, limited resources, and concerns about implementation complexity. However, SMEs that have adopted AI report improvements in marketing efficiency and effectiveness, such as better customer service, relevant personalization, and campaign optimization. This study provides recommendations to increase AI adoption in SMEs in Semarang City, including education and training, incentives and support, development of affordable and user-friendly AI platforms, and collaboration among stakeholders to create a conducive ecosystem. These findings are expected to assist SMEs, policymakers, and academics in driving the digital transformation of SMEs through AI adoption.

Keywords: SMEs, Artificial Intelligence, Omnichannel Marketing, Technology Adoption

Abstrak

Penelitian ini bertujuan untuk mengkaji peran Kecerdasan Buatan (AI) dalam meningkatkan efisiensi dan efektivitas strategi pemasaran omnichannel pada UMKM di Kota Semarang. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan studi kasus pada UMKM yang telah mengadopsi AI. Data dikumpulkan melalui wawancara mendalam dengan pemilik, manajer, dan karyawan UMKM, serta dianalisis menggunakan metode analisis tematik. Hasil penelitian menunjukkan bahwa tingkat adopsi AI dalam strategi pemasaran omnichannel pada UMKM di Kota Semarang masih relatif rendah. Beberapa UMKM telah mulai memanfaatkan chatbot, analisis data pelanggan, dan personalisasi konten. Tantangan utama dalam adopsi AI meliputi kurangnya pemahaman, keterbatasan sumber daya, dan kekhawatiran akan kompleksitas implementasi. Meski demikian, UMKM yang telah mengadopsi AI melaporkan peningkatan efisiensi dan efektivitas pemasaran, seperti layanan pelanggan yang lebih baik, personalisasi yang relevan, dan optimalisasi kampanye. Penelitian ini memberikan rekomendasi untuk meningkatkan adopsi AI di UMKM Kota Semarang, antara lain melalui edukasi dan pelatihan, penyediaan insentif dan dukungan, pengembangan platform AI yang terjangkau dan mudah digunakan, serta kolaborasi antar pemangku kepentingan untuk menciptakan ekosistem yang kondusif. Temuan ini diharapkan dapat membantu UMKM, pembuat kebijakan, dan akademisi dalam mendorong transformasi digital UMKM melalui adopsi AI.

Kata Kunci: UMKM, Kecerdasan Buatan, Pemasaran Omnichannel, Adopsi Teknologi

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