Integrasi Perangkat Kecerdasan Buatan dalam Program Pengabdian Masyarakat untuk Memperkuat Kompetensi Pemasaran Digital UMKM di Kota Semarang, Jawa Tengah
DOI:
https://doi.org/10.54082/jippm.929Kata Kunci:
Inovasi Digital, Kecerdasan Buatan, Media Sosial, UMKM, Pemasaran DigitalAbstrak
Usaha mikro, kecil, dan menengah (UMKM) di Kota Semarang menghadapi tantangan serius dalam literasi digital dan kapasitas pemasaran daring, terutama dalam menciptakan konten media sosial yang menarik dan relevan. Urgensi pengabdian ini muncul dari kesenjangan adopsi teknologi kecerdasan buatan (AI) yang menghambat daya saing UMKM di tengah transformasi digital yang semakin cepat. Untuk menjawab permasalahan tersebut, dilakukan program pengabdian masyarakat berupa pelatihan terstruktur penggunaan perangkat AI seperti Canva Magic Studio dan ChatGPT bagi 25 peserta dari Komunitas UMKM Semarang Bisa. Metode penelitian menggunakan desain pra-tes dan pasca-tes satu kelompok dengan analisis N-Gain untuk menilai efektivitas peningkatan kompetensi peserta. Hasil menunjukkan peningkatan rata-rata skor dari 3,78 menjadi 4,62, dengan nilai rata-rata N-Gain keseluruhan sebesar 0,70 (kategori tinggi), menandakan peningkatan signifikan dalam pemahaman konsep AI, kemampuan pembuatan teks promosi, dan desain konten kreatif berbasis AI. Dampak nyata dirasakan oleh mitra berupa peningkatan efisiensi waktu, kualitas konten, konsistensi unggahan media sosial, serta kesiapan untuk mengintegrasikan teknologi AI ke dalam strategi pemasaran mereka. Program ini terbukti efektif memperkuat kapasitas digital UMKM dan memberikan kontribusi terhadap keberlanjutan serta daya saing usaha di era ekonomi berbasis inovasi.
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Hak Cipta (c) 2025 Zaenal Abidin, Adhi Kusumastuti, Ahmad Naharuddin Ramadhan, Siti Fiki Ikmah, Asteen Retno Mukti, Muhammad Raja Fahada, Kezya Triliana
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