Smart Marketing Transformation: Optimalisasi Promosi UMKM Melalui Ai, Chatgpt, Dan Sistem Informasi Manajemen
DOI:
https://doi.org/10.51903/b279z146Kata Kunci:
ChatGPT, Sistem Informasi Manajemen, UMKM, Pemasaran Digital, Transformasi Digital, Kecerdasan Buatan, Smart Marketing EcosystemAbstrak
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.
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