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TRANSFORMASI DIGITAL : PEMANFAATAN ARTIFICIAL INTELLIGENCE DAN INOVASI PRODUK LAYANAN UMKM UNTUK MENARIK MINAT PELANGGAN DI ERA DIGITAL

Authors

  • Ageni Trifia Universitas Gadjah Mada, Indonesia

Abstract

This research aims to determine the significant influence of Artificial Intelligence and Product Innovation by linking it to Customer Interest. This research uses a quantitative approach method using data collection techniques by distributing questionnaires and producing a sample of 100 people. Analysis of this research data uses Statistical Product and Service Solutions (SPSS 26). The research results show that Artificial Intelligence does not have a positive and significant influence on Customer Interest. These findings also show that Artificial Intelligence has a significant positive effect on Product Innovation and Product Innovation has a positive effect on Customer Interest for the MSME industry. The findings of this research also show that Customer Interest has a simultaneous influence on Artificial Intelligence and Product Innovation in the scope of Micro, Small and Medium Enterprises.

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Published

16-07-2024

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Issue

Vol. 7 No. 1 (2024): JUNI

Section

Articles

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