The Role of Digital Literacy in Mediating the Intention of Pontianak SMEs to Implement Artificial Intelligence as an Effort to Improve Marketing Performance
DOI:
https://doi.org/10.59890/gdajmr54Keywords:
Artificial Intelligence Intention, SMEs, Digital Literacy, Marketing PerformanceAbstract
This study investigates the relationship between artificial intelligence (AI) adoption intention, entrepreneurial orientation, and marketing performance among Small and Medium-sized Enterprises (SMEs) in Pontianak City, Indonesia, with digital literacy serving as a mediating variable. Data was collected through questionnaires from 153 SME owners and analyzed using Warp PLS methodology. The results demonstrate significant positive correlations between AI adoption intention and entrepreneurial orientation on both digital literacy and marketing performance. Notably, digital literacy emerged as a crucial mediating factor in these relationships. The findings underscore the vital role of digital literacy in enhancing SME marketing performance and suggest that policymakers should prioritize digital literacy initiatives to support SME development in the digital era. This research contributes to the understanding of how technological adoption and entrepreneurial characteristics interact with digital competencies to influence business performance in emerging markets.
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