Skripsi

ANALISIS PENERIMAAN GENERATIVE ARTIFICIAL INTELLIGENCE (AI) PADA PEMASARAN UMKM PASAR 16 ILIR PALEMBANG MENGGUNAKAN TAM

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The advancement of digital technology, particularly Generative Artificial Intelligence (AI), has driven significant transformation in the marketing operations of Micro, Small, and Medium Enterprises (MSMEs). This study aims to analyze the acceptance of Generative AI in MSME marketing operations and examine its influence on customer loyalty by employing the Technology Acceptance Model (TAM). The research was conducted among MSMEs in Palembang City, involving 130 respondents using a quantitative survey-based approach, with data analyzed through SmartPLS. The findings indicate that perceived ease of use and perceived usefulness have a positive and significant effect on attitudes toward use and behavioral intention to use Generative AI. Furthermore, behavioral intention to use is found to significantly influence customer loyalty. These findings provide practical implications for MSME practitioners in optimizing the utilization of Generative AI to enhance marketing effectiveness and sustain customer loyalty, while also contributing theoretically to the advancement of technology acceptance studies within the MSME context.

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Detail Information

Series Title

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Call Number

T1937272026

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2026

Collation

v, 50 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.403 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Sistem Informasi Manajemen
Prodi Sistem Informasi

Specific Detail Info

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Statement of Responsibility

TUTI

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