Digital Marketing Berbasis AI untuk Peningkatan Daya Saing UMKM Kuliner di Kabupaten Kampar

Mardiana Putri; Zulfikar Zulfikar; Doli Apriansyah

doi:10.37817/ikraith-teknologi.v10i1.5387

Mardiana Putri Program Studi Teknologi Rekayasa Logistik, Politeknik Kampar, Bangkinang, Indonesia
Zulfikar Zulfikar Program Studi Teknologi Rekayasa Logistik, Politeknik Kampar, Bangkinang, Indonesia
Doli Apriansyah Program Studi Perawatan dan Perbaikan Mesin, Politeknik Kampar, Bangkinang, Indonesia

DOI: https://doi.org/10.37817/ikraith-teknologi.v10i1.5387

Keywords: Artificial Intelligence; Digital Marketing; Daya Saing; UMKM; Kuliner

Abstract

Culinary MSMEs are among the fastest-growing subsectors of the creative economy in Indonesia,
including in Kampar Regency. However, most of them still face challenges in competitiveness,
particularly in terms of limited digital literacy, marketing strategies, and technology adoption. This
study aims to analyze the application of Artificial Intelligence (AI)-based digital marketing in
enhancing the competitiveness of culinary MSMEs in Kampar. A mixed-methods approach was
employed, combining quantitative surveys of 50 culinary MSMEs and qualitative in-depth
interviews with business owners. The findings reveal that AI-driven digital marketing contributes
to improving promotional effectiveness, personalized content, consumer trend analysis, and
product distribution efficiency. Nevertheless, AI adoption remains limited to basic chatbots and
sales analytics, with major barriers including investment costs, low digital literacy, and limited
ecosystem support. These results highlight the importance of collaboration between government,
academia, and industry in strengthening the digital capacity of culinary MSMEs to compete in
both local and global markets