Teguh Setiadi, Edy Siswanto, Dendy Kurniawan , Ahmad Ashifuddin Aqham

Smart Marketing Transformation: Optimalisasi Promosi UMKM Melalui Ai, Chatgpt, Dan Sistem Informasi Manajemen

Introduction

Smart marketing transformation: optimalisasi promosi umkm melalui ai, chatgpt, dan sistem informasi manajemen. Transformasi pemasaran UMKM dengan AI, ChatGPT, & SIM. Tingkatkan daya saing digital melalui efisiensi, personalisasi, jangkauan pasar, & konversi penjualan.

Abstract

UMKM memiliki kontribusi signifikan terhadap perekonomian Indonesia, namun perkembangan teknologi dan perubahan perilaku konsumen menuntut UMKM untuk beradaptasi lebih cepat agar tetap kompetitif. Transformasi digital menjadi langkah strategis yang tidak dapat dihindari dalam menghadapi dinamika pasar modern. Penelitian ini menawarkan kebaruan melalui integrasi Generative AI (ChatGPT) dengan Sistem Informasi Manajemen (SIM) sebagai model inovatif untuk meningkatkan kapabilitas pemasaran digital UMKM. Menggunakan metode tinjauan pustaka dengan pendekatan kualitatif terhadap publikasi 2020-2025 dari Google Scholar, studi ini mengidentifikasi bahwa pemanfaatan ChatGPT tidak hanya mempercepat proses pengolahan informasi dan otomasi layanan, tetapi juga mendukung pengambilan keputusan pemasaran berbasis data secara real time. Temuan menunjukkan bahwa kolaborasi ChatGPT-SIM mampu menciptakan smart marketing ecosystem yang memperkuat daya saing UMKM melalui peningkatan efisiensi operasional, personalisasi layanan pelanggan, dan optimalisasi strategi promosi digital. Studi kasus pada TikTok dan Tokopedia Kenangan mengonfirmasi bahwa adopsi teknologi digital berbasis AI dapat memperluas jangkauan pasar, meningkatkan konversi penjualan, serta memperbaiki manajemen inventori. Meskipun demikian, tantangan berupa infrastruktur digital yang belum merata dan rendahnya literasi teknologi perlu diatasi melalui pelatihan dan pendampingan berkelanjutan. Penelitian ini menegaskan bahwa integrasi ChatGPT dalam SIM menghadirkan pendekatan baru yang relevan bagi UMKM untuk beradaptasi dengan ekosistem bisnis digital yang semakin dinamis.

Review

The article "Smart Marketing Transformation: Optimalisasi Promosi UMKM Melalui Ai, Chatgpt, Dan Sistem Informasi Manajemen" addresses a critical and timely issue concerning the adaptation of Indonesian Small and Medium Enterprises (UMKM) to the digital era. It effectively argues that digital transformation is not merely an option but a strategic imperative for UMKM to maintain competitiveness amidst evolving technology and consumer behavior. The study introduces a novel contribution by proposing an integrated model leveraging Generative AI (ChatGPT) with Management Information Systems (SIM) to enhance digital marketing capabilities. Its methodological approach, a qualitative literature review of recent publications, positions it to synthesize current understandings regarding this integration. The research presents compelling findings regarding the benefits of this proposed integration. It identifies that the synergy between ChatGPT and SIM can significantly accelerate information processing, automate services, and facilitate real-time, data-driven marketing decisions. Crucially, the abstract highlights the potential for creating a "smart marketing ecosystem" capable of bolstering UMKM competitiveness through improved operational efficiency, personalized customer engagement, and optimized digital promotion strategies. The inclusion of case studies from platforms like TikTok and Tokopedia Kenangan lends practical weight to the arguments, illustrating how AI-driven digital adoption can expand market reach, boost sales conversion, and enhance inventory management. Despite outlining a highly promising framework, the study judiciously acknowledges significant practical challenges to widespread adoption. These include the disparate state of digital infrastructure and varying levels of technological literacy among UMKM, which are realistic barriers that cannot be overlooked. While proposing continuous training and mentorship as solutions, the abstract could benefit from a more detailed conceptualization of *how* these interventions would be implemented and sustained. Nevertheless, the paper's core assertion—that integrating ChatGPT into SIM offers a relevant and new approach for UMKM to thrive in dynamic digital environments—is well-supported, providing a valuable conceptual foundation for future empirical research and policy development aimed at fostering digital inclusivity for UMKM.

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