Implementasi AI dalam Social Media Marketing UMKM Kuliner di Jawa Timur: Studi Kasus Multi-Situs

Abstract

This study explores the understanding and implementation of Artificial Intelligence (AI) in improving the process efficiency and social media marketing performance of culinary MSMEs in East Java Province. Using a qualitative multiple case study design combined with Participatory Action Research (PAR), the study involved three culinary MSMEs representing rural (Mie Jebew, Trenggalek), semi-urban (Yan's Kitchen, Tulungagung), and urban (Kebab Azzita, Surabaya) contexts over a four-month period consisting of pre-intervention, one-month AI training and mentoring, and post-intervention phases. Data were collected through in-depth interviews, participatory observation, and documentation, then analyzed using the Miles and Huberman model and validated through source triangulation. The findings show that AI adoption needs and challenges are contextual, yet all participants shared similar barriers in content ideation, limited production time, and caption or visual creation. Through PAR, participants' understanding and practice developed progressively, shifting their role from independent content creators to directors and editors of AI-generated content. The study also produced a six-stage Contextual AI Training Model. AI implementation improved marketing efficiency by reducing content production time and increasing posting consistency without additional cost, while enhancing engagement, reach, impressions, and customer interaction across all three contexts.