Pengaruh Pemanfaatan Generative AI terhadap Efektivitas Pembuatan Konten Digital pada UMKM

The Impact of Generative AI Utilization on the Effectiveness of Digital Content Creation for MSMEs

Abstract

The use of Generative Artificial Intelligence (GenAI) is increasingly developing in Micro, Small, and Medium Enterprises (MSMEs), including digital content creation activities. This technology can assist business owners in generating ideas, text, visual materials, and other forms of content. This study aims to analyze the effect of Generative AI utilization on the effectiveness of digital content creation among MSMEs. The study employed a quantitative approach with an explanatory design. Data were collected through a five-point Likert-scale questionnaire from 110 MSME actors who used Generative AI to support digital content creation. The instrument consisted of 24 items, with 12 items measuring Generative AI Utilization (X) and 12 items measuring Digital Content Creation Effectiveness (Y). Data were analyzed using validity, reliability, normality, heteroscedasticity, simple linear regression, t-test, and coefficient of determination tests. The results show that all items were valid and reliable. Generative AI utilization had a positive and significant effect on digital content creation effectiveness, with a regression coefficient of 0.559 and a t-value of 7.957 (p < 0.001). The R² value of 0.370 indicates that 37.0% of the variation in digital content creation effectiveness was explained by Generative AI utilization. Thus, better utilization of Generative AI is associated with greater effectiveness in digital content creation among MSMEs. Keywords: Generative AI; MSMEs; digital content; effectiveness; Task-Technology Fit