AI-BASED MARKETING, DIGITAL LITERACY, AND SOCIAL MEDIA CAPABILITY AS PREDICTORS OF CREATIVE MSME PERFORMANCE IN MEDAN CITY

Ade Suhara; Andriya Risdwiyanto; Jemadi Jemadi; Bakri Bakri; Marselinus Marselinus

Articles Published: 2026-09-30 pp. 11-21 62 views • 36 downloads

AI-BASED MARKETING, DIGITAL LITERACY, AND SOCIAL MEDIA CAPABILITY AS PREDICTORS OF CREATIVE MSME PERFORMANCE IN MEDAN CITY

Ade Suhara

Universitas Buana Perjuangan Karawang
Andriya Risdwiyanto

Universitas Proklamasi
Jemadi Jemadi

Universitas Proklamasi 45
Bakri Bakri

Politeknik LP3I Jakarta
Marselinus Marselinus

Universitas Jakarta

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Published in Issue: Vol. 1 No. 1 (2026): Journal of Sustainable Enterprise and Economic Value Table of Contents

Abstract

The rapid development of digital technologies has transformed the way Micro, Small, and Medium Enterprises (MSMEs) create value, interact with customers, and compete in increasingly dynamic markets. Creative MSMEs, which depend heavily on innovation, market visibility, and customer engagement, require digital capabilities to improve their business performance. This study aims to examine the influence of AI-based marketing, digital literacy, and social media capabilities on the performance of creative MSMEs in Medan. This research employed a quantitative approach involving 85 creative MSME actors as respondents. Data were collected using a structured questionnaire with a five-point Likert scale and analyzed using Statistical Package for the Social Sciences (SPSS) version 25. The data analysis included validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results indicate that AI-based marketing, digital literacy, and social media capabilities have positive and significant effects on creative MSME performance. Among these factors, digital literacy demonstrates the strongest contribution, indicating that entrepreneurs’ ability to understand and utilize digital technologies plays a critical role in improving business outcomes. Furthermore, the regression model shows that the three digital capability factors simultaneously explain 57.6% of the variation in MSME performance. These findings highlight that successful digital transformation among creative MSMEs requires not only technology adoption but also the development of entrepreneurial digital competencies and effective social media management capabilities. This study provides practical implications for MSME owners and policymakers in designing strategies to strengthen digital competitiveness and sustainable business growth.

Keywords

Artificial Intelligence Marketing Digital Literacy Social Media Capabilities MSME Performance Creative MSMEs

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Suhara, A., Risdwiyanto, A., Jemadi, J., Bakri, B., & Marselinus, M. (2026). AI-BASED MARKETING, DIGITAL LITERACY, AND SOCIAL MEDIA CAPABILITY AS PREDICTORS OF CREATIVE MSME PERFORMANCE IN MEDAN CITY. Journal of Sustainable Enterprise and Economic Value, 1(1), 11–21. Retrieved from https://helixapublishing.com/index.php/jseev/article/view/3

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