AI-Assisted Digital Marketing Training for MSME Owners at Rumah BUMN Kota Malang: Participant Satisfaction

Afdul Noval Fauzah Ghufron, Kartikaningrum Kartikaningrum, Nunung Nindigraha

Abstract


Low digital literacy and the suboptimal use of social media for business purposes are the main obstacles for Micro, Small, and Medium Enterprises (MSMEs) at Rumah BUMN Kota Malang in producing promotional content independently. This study aims to describe and analyze participants’ satisfaction levels at the reaction level regarding the implementation of smartphone-based digital marketing training assisted by Generative Artificial Intelligence (AI). This descriptive study involved 19 MSME entrepreneurs under the program’s guidance who attended and actively participated in the training activities. The training intervention was designed using an andragogical approach based on hands-on training, combined with structured handouts on how to operate Google Gemini and CapCut. Data collection was conducted using a 1–5 Likert-scale satisfaction questionnaire and open-ended questions, which were analyzed using descriptive statistics and qualitative data reduction. The results showed that the participants’ overall satisfaction level fell into the “Very Satisfied” category, with an average score of 4.67 (93.4%). The aspect of the material’s applicability in real-world business activities received the highest rating of 4.84 (96.8%). This training proved successful in meeting the expectations and practical needs of MSME operators, with a very positive level of acceptance across all dimensions, including the instructors’ competence, the clarity of the material, and the training facilities.

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References


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