Pemberdayaan Ibu-Ibu PKK melalui Pelatihan Pemanfaatan AI untuk Pembuatan Konten Promosi Produk UMKM

Rony Kriswibowo; Rusina Widha Febriana; Agung Budi Setyawan; Purwanto Purwanto; Johan Suryo Prayogo; Rosi Rijal Sani; Mohammad Fathoni

doi:10.61132/pandawa.v4i3.2927

Authors

Rony Kriswibowo Universitas Anwar Medika
Rusina Widha Febriana Universitas Anwar Medika
Agung Budi Setyawan Universitas Anwar Medika
Purwanto Purwanto Universitas Anwar Medika
Johan Suryo Prayogo Universitas Anwar Medika
Rosi Rijal Sani Universitas Anwar Medika
Mohammad Fathoni Universitas Anwar Medika

DOI:

https://doi.org/10.61132/pandawa.v4i3.2927

Keywords:

Artificial Intelligence Literacy, Community Empowerment, Digital Marketing, Generative Artificial Intelligence, Promotional Content

Abstract

This community service program aimed to strengthen the digital marketing capacity of PKK members managing micro, small, and medium enterprises (MSMEs) through the responsible use of generative artificial intelligence. The activity involved 55 participants at Ngimbangan Village Hall, Mojosari District, Mojokerto Regency, and employed needs identification, brief interactive instruction, demonstration, hands-on practice, mentoring, and evaluation. Participants learned to formulate prompts, create social-media captions and visual concepts, and verify AI outputs for factual accuracy, privacy, ethics, and audience suitability. Evaluation used pre-test and post-test scores and a rubric for assessing promotional content. The mean score increased from 45.00 to 87.50. A sample promotional-content package obtained 88 out of 100 based on information accuracy, message appeal, audience suitability, visual quality, and ethics and safety. These findings indicate that contextual, practice-oriented, and mentored AI training can support more efficient and responsible promotional-content creation for PKK-managed MSMEs.

Downloads

Download data is not yet available.

References

Abdurrahman, G., Oktavianto, H., Habibie, E. Y., & Hadiyatullah, A. W. (2020). Pelatihan digital marketing pada UMKM sebagai penunjang kegiatan promosi dan pemasaran. Jurnal Pengabdian Masyarakat Manage, 1(2), 88-92.

Alia, P. A., Prayogo, J. S., Kriswibowo, R., & Setyadi, A. T. (2024a). Implementation of OpenAI ChatGPT integrated with a WhatsApp bot. Advance Sustainable Science, Engineering and Technology, 6(1), Article 02401019. https://doi.org/10.26877/asset.v6i1.17909

Alia, P. A., Prayogo, J. S., Kriswibowo, R., Setyawan, A. B., & Febriana, R. W. (2024b). Pengembangan keterampilan desain interaktif dan serbaguna dalam era Society 5.0 dengan menggunakan Canva. Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS, 2(3), 977-982. https://doi.org/10.59407/jpki2.v2i3.864

Aljarboa, S. (2024). Factors influencing the adoption of artificial intelligence in e-commerce by small and medium-sized enterprises. International Journal of Information Management Data Insights, 4(2), Article 100285. https://doi.org/10.1016/j.jjimei.2024.100285

Badan Pusat Statistik. (2025). Statistik e-commerce 2023. Badan Pusat Statistik.

Fathinah, N. S., Hafid, K. S., Pratiwi, P. D., Fadhilah, A. I., Anggraini, M. N., Prastowo, C. D., Wisataone, V., Hidayati, U., & AW, S. (2023). Pendampingan pembuatan brand dan konten marketing untuk ibu-ibu PKK Desa Imogiri. Indonesian Journal of Community Services in Engineering & Education, 3(1), 40-47.

Guha, A., Grewal, D., & Atlas, S. (2024). Generative AI and marketing education: What the future holds. Journal of Marketing Education, 46(1), 6-17. https://doi.org/10.1177/02734753231215436

Hadi, A. S., & Khairi, A. (2020). Pemilihan strategi pemasaran di era digital pada kelompok ibu PKK Desa Gadingharjo. Dinamisia: Jurnal Pengabdian kepada Masyarakat, 4(1), 127-132. https://doi.org/10.31849/dinamisia.v4i1.3246

Hossain, M. A., Agnihotri, R., Rushan, M. R. I., Rahman, M. S., & Sumi, S. F. (2022). Marketing analytics capability, artificial intelligence adoption, and firms' competitive advantage: Evidence from the manufacturing industry. Industrial Marketing Management, 106, 240-255. https://doi.org/10.1016/j.indmarman.2022.08.017

Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50. https://doi.org/10.1007/s11747-020-00749-9

Kriswibowo, R., Fathoni, M., Febriana, R. W., Prayogo, J. S., Purwanto, P., Shodikin, M., & Alia, P. A. (2025). Optimalisasi branding produk UMKM ibu-ibu PKK Desa Simogirang melalui pemanfaatan media sosial dan teknologi internet. Transformasi Masyarakat: Jurnal Inovasi Sosial dan Pengabdian, 2(3), 238-247. https://doi.org/10.62383/transformasi.v2i3.1911

Kshetri, N., Dwivedi, Y. K., Davenport, T. H., & Panteli, N. (2024). Generative artificial intelligence in marketing: Applications, opportunities, challenges, and research agenda. International Journal of Information Management, 75, Article 102716. https://doi.org/10.1016/j.ijinfomgt.2023.102716

Kumar, D., & Suthar, N. (2024). Ethical and legal challenges of AI in marketing: An exploration of solutions. Journal of Information, Communication and Ethics in Society, 22(1), 124-144. https://doi.org/10.1108/JICES-05-2023-0068

Kumar, V., Ashraf, A. R., & Nadeem, W. (2024). AI-powered marketing: What, where, and how? International Journal of Information Management, 77, Article 102783. https://doi.org/10.1016/j.ijinfomgt.2024.102783

Mammadov, H., Ruiz-Gándara, A., González-Abril, L., & Romero, I. (2024). Adoption of artificial intelligence in small and medium-sized enterprises in Spain: The role of competences and skills. Amfiteatru Economic, 26(67), 848-866. https://doi.org/10.24818/EA/2024/67/848

National Institute of Standards and Technology. (2023). Artificial intelligence risk management framework (AI RMF 1.0) (NIST AI 100-1). U.S. Department of Commerce. https://doi.org/10.6028/NIST.AI.100-1

Ng, D. T. K., Leung, J. K. L., Chu, S. K. W., & Qiao, M. S. (2021a). Conceptualizing AI literacy: An exploratory review. Computers and Education: Artificial Intelligence, 2, Article 100041. https://doi.org/10.1016/j.caeai.2021.100041

Ng, D. T. K., Leung, J. K. L., Chu, S. K. W., & Qiao, M. S. (2021b). AI literacy: Definition, teaching, evaluation, and ethical issues. Proceedings of the Association for Information Science and Technology, 58(1), 504-509. https://doi.org/10.1002/pra2.487

Panjalu, J. F., Muslikhah, R. S., & Utami, T. L. W. (2024). Pemasaran digital untuk branding dalam pengembangan UMKM di Indonesia. Jurnal Informatika Komputer, Bisnis dan Manajemen, 22(1), 69-79. https://doi.org/10.61805/fahma.v22i1.109

Raisch, S., & Krakowski, S. (2021). Artificial intelligence and management: The automation-augmentation paradox. Academy of Management Review, 46(1), 192-210. https://doi.org/10.5465/amr.2018.0072

Rajaram, K., & Tinguely, P. N. (2024). Generative artificial intelligence in small and medium enterprises: Navigating its promises and challenges. Business Horizons, 67(5), 629-648. https://doi.org/10.1016/j.bushor.2024.05.008

Rosadi, M. I., Huda, M., Hakim, L., & Sugiharto, B. H. (2023). Pelatihan digital marketing dalam meningkatkan minat wirausaha siswa MA Miftahul Ulum Puntir. Jurnal Pengabdian Al-Ikhlas Universitas Islam Kalimantan Muhammad Arsyad Al Banjary, 9(2), 210-220. https://doi.org/10.31602/jpaiuniska.v9i2.11976

UNESCO. (2023). Guidance for generative AI in education and research. UNESCO.