Peran Artificial Intelligence (AI) dalam Optimalisasi Pemasaran Digital pada Usaha Mikro, Kecil, dan Menengah (UMKM)

Ryan Suarantalla

doi:10.31004/riggs.v4i3.3277

Authors

Ryan Suarantalla Universitas Teknologi Sumbawa

DOI:

https://doi.org/10.31004/riggs.v4i3.3277

Keywords:

Artificial Intelligence, Pemasaran Digital, UMKM, Optimalisasi, Analisis Bibliometrik, Adopsi Teknologi

Abstract

Penelitian ini mengeksplorasi peran Kecerdasan Buatan (Artificial Intelligence, AI) dalam mengoptimalkan pemasaran digital pada Usaha Mikro, Kecil, dan Menengah (UMKM) melalui tinjauan literatur sistematis dan analisis bibliometrik. Dengan menganalisis 50 artikel jurnal yang dipublikasikan antara tahun 2015 hingga 2023 dari basis data Scopus dan Google Scholar menggunakan perangkat lunak VOSviewer, penelitian ini memetakan tren penelitian, tema sentral, serta jaringan kolaborasi dalam domain AI, pemasaran digital, dan UMKM. Hasilnya mengidentifikasi empat klaster tematik utama yakni teknologi inti AI, aplikasi pemasaran digital, konteks adopsi UMKM, dan isu etika AI. Temuan utama menunjukkan bahwa AI berkontribusi signifikan dalam meningkatkan efisiensi operasional, personalisasi pemasaran, dan pengambilan keputusan berbasis data pada UMKM. Namun, penelitian juga mengungkap adanya paradoks adopsi dimana implementasi AI oleh UMKM masih terhambat oleh keterbatasan kapabilitas teknis, finansial, dan budaya organisasi. Hambatan ini berisiko memperlebar kesenjangan digital dan menimbulkan perangkap kemiskinan digital bagi UMKM. Selain itu, isu etika yang meliputi privasi data, bias algoritmik, dan transparansi sistem AI juga menjadi perhatian yang masih kurang terintegrasi dalam penelitian. Penelitian merekomendasikan pendekatan adopsi AI secara bertahap disertai pengembangan kapabilitas manusia dan kebijakan yang mendukung, serta perlunya penelitian lebih lanjut terkait implikasi etika AI dalam konteks UMKM. Studi ini memberikan kontribusi orisinal dengan menghadirkan gambaran komprehensif mengenai tantangan dan peluang AI dalam pemasaran digital UMKM yang relevan untuk pembuat kebijakan, akademisi, dan pelaku bisnis.

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