Empowerment of Women-Led MSMEs in Mojokerto through Artificial Intelligence Training to Improve Product Marketing Communication Skills

Article Sidebar

PDF
Published: 2025-07-31
DOI: https://doi.org/10.55824/jpm.v4i4.613
Keywords:
Women Entrepreneurs, Artificial Intelligence Training, Digital Marketing Communication, Community-based Empowerment, Micro, Small, and Medium Enterprises (MSMEs)

Main Article Content

Ratnainingrum Zusyana Dewi
Universitas Islam Majapahit
Masnia Ningsih
Ilmu Komunikasi Universitas Islam Majapahit
Jenny Yudha Utama
Universitas Islam Majapahit

Abstract

This community service initiative aims to empower women-managed Micro, Small, and Medium Enterprises (MSMEs) in Mojokerto, Indonesia, by improving their digital marketing communication skills through the practical application of Artificial Intelligence (AI) tools. Despite their crucial contribution to the economy, many women entrepreneurs face barriers in adopting digital technologies, which limits their market reach and business growth. Through a collaboration with the Mojokerto Cooperative Office and the Gerakan Majapahit Muda, supported by Microsoft and the Ministry of Digital Communications, the program trained 45 women entrepreneurs using a community-based participatory approach. A tailored three-day AI training module introduced tools such as ChatGPT, Canva, and WhatsApp Bots, followed by a two-month online mentorship. Results showed significant improvements in AI literacy, marketing content quality, customer engagement, and business performance. Notably, social media interactions and online product orders increased, with several entrepreneurs reporting up to 30% sales growth. The program also fostered peer learning and collective support among participants. While challenges such as limited internet access and resistance to technology were encountered, they were mitigated through inclusive teaching strategies. The project demonstrates the transformative potential of AI training in enabling inclusive, sustainable development for women entrepreneurs in semi-urban areas.

Article Details

Issue
Vol. 4 No. 4 (2025): Juli
Section
Articles

Penulis yang menerbitkan jurnal ini menyetujui persyaratan berikut:

  1. Hak cipta atas artikel apa pun dipegang oleh penulisnya.
  2. Penulis memberikan jurnal, hak publikasi pertama dengan karya yang dilisensikan secara bersamaan di bawah Lisensi Atribusi Creative Commons yang memungkinkan orang lain untuk membagikan karya dengan pengakuan atas kepenulisan dan publikasi awal karya tersebut dalam jurnal ini.
  3. Penulis dapat membuat pengaturan kontrak tambahan yang terpisah untuk distribusi non-eksklusif dari versi jurnal yang diterbitkan dari karya tersebut (misalnya, mempostingnya ke repositori institusional atau menerbitkannya dalam sebuah buku), dengan pengakuan dari publikasi awalnya di jurnal ini.
  4. Penulis diizinkan dan didorong untuk memposting karya mereka secara online (misalnya, di repositori institusional atau di situs web mereka) sebelum dan selama proses pengiriman, karena hal itu dapat mengarah pada pertukaran yang produktif, serta kutipan yang lebih awal dan lebih besar dari karya yang diterbitkan.
  5. Artikel dan materi terkait yang diterbitkan didistribusikan di bawah Lisensi Internasional Creative Commons Attribution-ShareAlike 4.0

References

Anderson, J., Potts, L., & Atkins, P. (2018). Digital empowerment for marginalized entrepreneurs: The role of mobile and digital technology in community development. Journal of Small Business and Entrepreneurship, 30(1), 45–62.

Brynjolfsson, E., & McAfee, A. (2017). Machine, platform, crowd: Harnessing our digital future. W. W. Norton & Company.

Chambers, R. (1996). Pra Participatory Rural Appraisal Memahami Desa Secara Partisipatif (P. Nugroho, Ed.; 1st ed., Vol. 1). Kanisius.

Kaplan, A. M., & Haenlein, M. (2020). Rethinking the digital marketing toolbox: How AI is changing marketing. Business Horizons, 63(1), 45–54.

Ministry of Cooperatives and SMEs. (2022). MSME Annual Report 2022. Jakarta: Government of Indonesia.

Purwaningsih, I., Nugroho, A., & Mulyani, Y. (2021). Digital literacy among women entrepreneurs in Indonesia: A study of challenges and opportunities. Journal of Entrepreneurship Education, 24(3), 1–10.

Smith, M. A., & Green, C. (2019). Women and Digital Transformation in Southeast Asia: Challenges and Opportunities for Inclusive Innovation. Routledge.

Tarute, A., Nikou, S., & Gatautis, R. (2017). ICT-based solutions for smart cities: Community engagement and innovation. Computers in Human Behavior, 75, 104–114.

Zhou, L., Wu, W., & Luo, X. (2021). Exploring AI-based marketing strategies for SMEs: A literature review and research agenda. Technological Forecasting and Social Change, 167, 120733.

Kusumawati, D., & Arisandi, D. (2020). Strategi pemasaran digital untuk UMKM di era industri 4.0. Jurnal Ilmu Ekonomi, 9(2), 65–78.

Wulandari, T., & Nugraheni, R. (2021). Pemberdayaan perempuan pelaku UMKM berbasis digital di Jawa Timur. Jurnal Pengabdian Kepada Masyarakat, 3(1), 55–64.