Enhancing Business Decision-Making of Purwakarta MSMEs through AI-Based Market Analysis

Authors

  • Warsono sudiro Lecturer of Politeknik Jatiluhur, Indonesia
  • Suhendri Lecturer of Politeknik Jatiluhur, Indonesia
  • Arlen Nawang Rachelia Arlen Students of Tax Accounting Departement Politeknik Jatiluhur, Indonesia
  • Indri Yani Lasmini Indri Students of Tax Accounting Departement Politeknik Jatiluhur, Indonesia

DOI:

https://doi.org/10.51601/ijcs.v6i2.988

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in economic development; however, they face increasing challenges in making effective business decisions due to rapidly evolving market dynamics. Artificial Intelligence (AI) has emerged as a strategic tool to enhance decision-making processes through data-driven insights. This study aims to analyze the effect of AI-based market analysis on decision-making quality and its impact on business performance among MSMEs in Purwakarta. A quantitative approach was employed using survey data from 165 MSME owners, analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that AI-based market analysis significantly improves decision-making quality (β = 0.66, p < 0.001), which subsequently enhances business performance (β = 0.61, p < 0.001). Furthermore, data readiness strengthens the effectiveness of AI utilization. These findings contribute to the literature on digital transformation and provide practical insights for MSMEs in adopting AI-driven strategies.

 

 

 

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References

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Published

2026-05-22

How to Cite

sudiro, W., Suhendri, Arlen, A. N. R., & Indri, I. Y. L. (2026). Enhancing Business Decision-Making of Purwakarta MSMEs through AI-Based Market Analysis . International Journal Of Community Service, 6(2), 166–170. https://doi.org/10.51601/ijcs.v6i2.988

Issue

Vol. 6 No. 2 (2026): May 2026 ( Indonesia - Thailand - Philippines)

Section

Articles

License

Copyright (c) 2026 Warsono sudiro, Suhendri; Arlen Nawang Rachelia Arlen, Indri Yani Lasmini Indri

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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