Pemanfaatan Generative Artificial Intelligence untuk Peningkatan Kapasitas Digital Marketing bagi UMKM Makanan dan Minuman di Kecamatan Bojongloa Kaler, Kota Bandung
DOI:
https://doi.org/10.59431/ajad.v6i3.959Keywords:
Content Marketing, Digital Marketing, Generative Artificial Intelligence, MSMEsAbstract
Micro, small, and medium enterprises require practical digital marketing skills to produce attractive and consistent promotional content. This program aimed to strengthen the digital marketing capacity of 30 food and beverage MSMEs in Bojongloa Kaler District, Bandung City, through Generative Artificial Intelligence-based training and mentoring. Activities were implemented through needs identification, material and instrument preparation, interactive training, guided practice, mentoring, evaluation, and follow-up support. The training covered an introduction to GenAI, prompt engineering, caption writing, product descriptions, content ideas, promotional calendars, and simple digital design. Evaluation results showed that participants' average understanding increased from 54.2% in the pre-test to 96.4% in the post-test, representing a 42.2 percentage-point improvement. Participants produced reusable outputs, including captions, product descriptions, prompt templates, content calendars, and digital promotional materials. Although long-term sales and social media performance were not measured, these outputs provide a foundation for future monitoring and independent content production.
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