Pemanfaatan Artificial Intelligence Dalam Kewirausahaan Digital UMKM Kuliner Di Kota Pontianak Pada Era Ekonomi Digital
Studi Kaus di Kota Pontianak
DOI:
https://doi.org/10.37888/bjrm.v9i2.1064Keywords:
Artificial Intelligence, Digitalisasi Pemasaran, Transformasi Digital, Keberlanjutan UMKMAbstract
The rapid growth of the hypercompetitive digital economy requires Micro, Small, and Medium Enterprises (MSMEs), particularly in the culinary sector in Pontianak City, to adapt through the utilization of digital technologies. However, the adoption of advanced technologies, especially Artificial Intelligence (AI), remains relatively low, which may hinder business competitiveness and sustainability. This study aims to analyze the effect of Artificial Intelligence utilization and digital marketing strategies on MSME sustainability, with digital transformation capability as a mediating variable. The research adopts a quantitative approach using SPSS. Data were collected through structured questionnaires from 124 culinary MSME owners in Pontianak City selected using purposive sampling. The results are expected to indicate that AI utilization and digital marketing strategies have a positive effect on digital transformation capability and MSME sustainability. Furthermore, digital transformation capability strengthens the relationship between technology utilization and business sustainability. This study is expected to contribute to the development of digital entrepreneurship and provide insights for formulating effective MSME digital transformation strategies.
References
Amin, M., Gohar, M., & Ali, I. (2025). Impact of digital transformation on SME’s marketing performance: role of social media and market turbulence. Discover Sustainability, 6(1), 378. https://doi.org/10.1007/s43621-025-01228-3
Arrofi, Rahman Ajie, & Tata Sutabri. (2023). Penggunaan Transformasi Digital Bisnis Untuk Para Pelaku UMKM Kuliner. JURNAL RISET MANAJEMEN DAN EKONOMI (JRIME), 2(1), 180–189. https://doi.org/10.54066/jrime.v2i1.1130
Boonmee, C., Mangkalakeeree, J., & Jeong, Y. (2025). Towards sustainable digital transformation: AI adoption barriers and enablers among SMEs in Northern Thailand. Sustainable Futures, 10, 101169. https://doi.org/10.1016/j.sftr.2025.101169
da Silva, A., de Almeida, I. D., Dionisio, A., Rabadão, C., & Capela, C. (2025). How digital technologies enhance competitiveness in manufacturing SMEs. Journal of Innovation and Entrepreneurship, 14(1), 103. https://doi.org/10.1186/s13731-025-00576-8
Hutama, D., Raharjo, K., & Nugroho, A. (2024). Impact of Digital Capability on SMEs Performance: Mediating Role of Digital Business Transformation. Wacana Jurnal Sosial Dan Humaniora, 26(3). https://doi.org/10.21776/ub.wacana.2023.026.03.02
Dharmawaty Djaharuddin, Nurlaely Razak, & Andi Patiware. (2025). Dari Konsumen ke Entrepreneur: Pengaruh Pemasaran Digital dan Perilaku Konsumen terhadap Keputusan Berwirausaha Mahasiswa. BJRM (Bongaya Journal of Research in Management), 8(2), 262–272. https://doi.org/10.37888/bjrm.v8i2.949
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer International Publishing. https://doi.org/10.1007/978-3-030-80519-7
Immanuel, T. H. ,. (2025). Arus Jurnal Sosial dan Humaniora (AJSH) Peran Strategis UMKM dalam Pemulihan dan Pertumbuhan Ekonomi Daerah Pasca Covid-19: Analisis Deskriptif di Provinsi Kalimantan Barat. Arus Jurnal Sosial dan Humaniora (AJSH), 5(3), 2. http://jurnal.ardenjaya.com/index.php/ajshhttps://jurnal.ardenjaya.com/index.php/ajsh
Lafuente, S., Prados-Castillo, J. F., Guaita-Martínez, J. M., & Ribeiro-Soriano, D. (2026). Digital transformation, artificial intelligence, and sustainable marketing strategies in cooperatives. Sustainable Technology and Entrepreneurship, 5(3), 100138. https://doi.org/10.1016/j.stae.2026.100138
linkumkm. (2025, June 8). Pontianak Jadi Sorotan, Akselerasi Digital UMKM Lewat Program KotaMasaDepan Makin Menggeliat. Linkumkm. https://linkumkm.id/news/detail/16266/pontianak-jadi-sorotan-akselerasi-digital-umkm-lewat-program-kotamasadepan-makin-menggelia
Magableh, I. K., Mahrouq, M. H., Ta’Amnha, M. A., & Riyadh, H. A. (2024). The Role of Marketing Artificial Intelligence in Enhancing Sustainable Financial Performance of Medium-Sized Enterprises Through Customer Engagement and Data-Driven Decision-Making. Sustainability, 16(24), 11279. https://doi.org/10.3390/su162411279
Mahmood, G., Ditta, A., Ramzan, M., & Abbas, Z. (2024). Role of Artificial Intelligence (AI) Adoption and Digital Transformation in Enhancing Sustainable Business Performance: The Mediating Effect of Green Product Innovation. Journal of Accounting and Finance in Emerging Economies, 10(4). https://doi.org/10.26710/jafee.v10i4.3172
Mariani, M. M., Machado, I., Magrelli, V., & Dwivedi, Y. K. (2023). Artificial intelligence in innovation research: A systematic review, conceptual framework, and future research directions. Technovation, 122, 102623. https://doi.org/10.1016/j.technovation.2022.102623
Nasiri, M., Saunila, M., Ukko, J., Rantala, T., & Rantanen, H. (2023). Shaping Digital Innovation Via Digital-related Capabilities. Information Systems Frontiers, 25(3), 1063–1080. https://doi.org/10.1007/s10796-020-10089-2
Ohara, M. R., Suherlan, S., & Astutik, W. S. (2024). Digital Marketing Innovation and the Role of Information Systems in Enhancing MSME Market Expansion. Jurnal Minfo Polgan, 13(2), 1597–1604. https://doi.org/10.33395/jmp.v13i2.14167
Pakpahan, A., Manik, W. R., Sirait, N. R. A., Simanjuntak, M. L., & Saragih, T. E. (2025). Inovasi Dan Adaptasi Umkm: Menghadapi Tantangan Persaingan Di Pasar Porsea. Jurnal Pengabdian Multidisiplin JUPEMI.
Pane, A. S. A. S., Putri, H. R., Purba, A. T., & Harahap, L. M. (2025). Peran Usaha Mikro Kecil Menengah (UMKM) terhadap Perekonomian Indonesia (Vol. 02, Number 01). Online.
Putri, M. K., & Najib, M. F. (2024). Pengaruh adopsi teknologi digital dan value creation terhadap SME performance pada UMKM cafe di kota Bandung. JPPI (Jurnal Penelitian Pendidikan Indonesia), 10(2), 677. https://doi.org/10.29210/020243028
Rajagukguk, Y. S., & Manalu, R. (2026). Implementasi Artificial Intelligence (Ai) Pada Sistem Informasi Manajemen Penjualan. Jurnal Ilmiah Ekonomi Dan Manajemen (JIEM), 4(2), 1331–1339. https://doi.org/10.61722/jiem.v4i2.8976
Relifra, Ainil Mardiah, Eko Fikriando, Ramadhi, & Oza Syafriani. (2025). Technological innovation: adoption of artificial intelligence in micro, small, and medium enterprises (msmes). Jurnal ilmiah manajemen bisnis dan inovasiuniversitas sam ratulangi (JMBI UNSRAT). https://ejournal.unsrat.ac.id/v3/index.php/jmbi/article/view/59713
Samiun, D. C. (2026). Literature Review: Peran Artificial Intelligence dalam Mendukung Keputusan Bisnis. Prosiding Seminar Nasional KONSTELASI, 3(1), 44–54. https://doi.org/10.24002/prosidingkonstelasi.v3i1.13431
Sánchez, E., Calderón, R., & Herrera, F. (2025). Artificial Intelligence Adoption in SMEs: Survey Based on TOE–DOI Framework, Primary Methodology and Challenges. Applied Sciences, 15(12), 6465. https://doi.org/10.3390/app15126465
Sapthiarsyah, & Junita. (2024). Pengaruh Penggunaan Media Sosial Dan Pemasaran Digital Terhadap Kinerja UMKM. Jurnal Ilmiah Ekonomi Dan Bisnis.
Setiawan, Suryana Suryana, & Heny Hendrayati. (2025). Transformasi Digital dan Karakteristik Wirausaha sebagai Solusi dalam Meningkatkan Kinerja UMKM Kuliner di Kota Bandung. Jurnal Ilmu Manajemen, Ekonomi Dan Kewirausahaan, 5(2), 512–527. https://doi.org/10.55606/jimek.v5i2.6345
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The Impact of Digital Marketing on the Performance of SMEs: An Analytical Study in Light of Modern Digital Transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
sugiyono. (2019). Statistika untuk Penelitian (Edisi Revisi). Alfabeta.
Suyanto, U. Y., Pangestika, R. R., Prameswari, K. P., & Setiyaningsih, H. (2026). Mapping the Future of AI-Driven Digital Transformation in SMEs: A Bibliometric and Conceptual Framework Analysis Towards Sustainable and Inclusive Innovation. Journal of Economics Education and Entrepreneurship, 7(1), 11. https://doi.org/10.20527/jee.v7i1.17062
Swangsa, D., Widayanto, M. P., Dovi, F., & Saleh, M. Z. (2025). Analisis Tantangan Dan Peluang UMKM Di Indonesia Dalam Menembus Pasar Global Pontianak. Journal of Business Economics and Management, 02(02). https://doi.org/10.62379/jbem.v2i2.855
Teece, D. J. (2007). Explicating dynamic capabilities: the nature and microfoundations of (sustainable) enterprise performance. Strategic Management Journal, 28(13), 1319–1350. https://doi.org/10.1002/smj.640
Verma. (2024). The Impact of Digital Marketing Adoption on Firm Performance: A Case Study of Small and Medium Enterprises in India. International Journal of Strategic Marketing Practice.
Vial, G. (2021). Managing Digital Transformation (A. Hinterhuber, T. Vescovi, & F. Checchinato, Eds.). Routledge. https://doi.org/10.4324/9781003008637
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Vinsensius VINSENSIUS, Ratnawati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
