Examining The Impact of Artificial Intelligence (AI) – Assisted Social Media Marketing in Improving the Effectiveness of SMES Business Performance in Indonesia

Fitri Ayu Nofirda; Dwi  Hastuti

doi:10.37859/jae.v15i1.8856

Authors

Fitri Ayu Nofirda Universitas Muhammadiyah Riau
Dwi Hastuti Universitas Muhammadiyah Riau

DOI:

https://doi.org/10.37859/jae.v15i1.8856

Keywords: artificial intelligent, social media marketing, SMEs, business perfomance

Abstract

Artificial Intelligence (AI) is seen as a key technology to support economic growth by offering opportunities for innovation and management efficiency. This study focuses on Artificial Intelligence-Supported Social Media Marketing (AISMM) as a strategy to overcome marketing challenges and improve the effectiveness of SMES business performance, with management effectiveness as a mediator. This study uses a quantitative and descriptive approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, involving 200 SMES actors in Indonesia as respondents. The results of the study show that AISMM and effective business management have a significant influence on improving SMES business performance. These findings provide theoretical and practical contributions, as well as being a reference for SMES actors in adopting AI-based digital transformation strategies.

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