Digital Transformation in Street Food Business in Malang: AI Application Training for Content Creation and Effective Promotion Strategies
DOI:
https://doi.org/10.32815/jpm.v6i1.2299Keywords:
Digital Marketing, Artificial Intelligence, Street Food MSMEs, HousewivesAbstract
Purpose: This study investigates the integration of Artificial Intelligence (AI) in digital marketing for street food businesses in Malang, focusing on training housewives to improve content creation and promotion strategies. The research aims to bridge the digital gap for small-scale food vendors by providing essential digital skills and AI tools.
Method: The research employed a mixed-method approach, including pre-training assessments, online training sessions, and personalized mentoring. A total of 20 housewives running street food businesses participated in the training, which was conducted over three months. The AI tools used included Canva AI and Flair AI for photo editing, content creation, and social media optimization.
Practical Applications: The study demonstrates how AI-driven tools can enhance social media engagement, brand visibility, and customer interaction for street food vendors. This initiative provides a model for empowering small business owners to leverage digital marketing tools effectively, contributing to their long-term success.
Conclusion: The training resulted in significant improvements in participants' digital marketing capabilities, with increased confidence in using AI tools. The findings highlight the transformative potential of AI for MSMEs, particularly in enhancing the competitive edge of street food businesses in Malang.
References
Airlangga, P., Sujono, S., Khafidoh, N., A’yuni, A. Q., Febrianti, R. D., & Shoimaturrodliyah, S. (2023). Digital Marketing Training to Provide Economic Recovery Opportunities for the Community of Jatiwates Jombang East Java. Jurnal Pengabdian Masyarakat, 4(2), Article 2. https://doi.org/10.32815/jpm.v4i2.997
Azkiya, R. N. (2024). Carried Couples Participation in Online Business: A Study of Harmonious Family Formation. International Journal on Advanced Science, Education, and Religion, 7(4), 178–187.
Bag, S., Srivastava, G., Bashir, M. M. A., Kumari, S., Giannakis, M., & Chowdhury, A. H. (2022). Journey of customers in this digital era: Understanding the role of artificial intelligence technologies in user engagement and conversion. Benchmarking: An International Journal, 29(7), 2074–2098.
Begum, N. (2024). Big Data Analytics and Its Impact on Customer Behavior Prediction in Retail Businesses. Pacific Journal of Business Innovation and Strategy, 1(1), 49–59.
Dewnarain, S., Ramkissoon ,Haywantee, & and Mavondo, F. (2021). Social customer relationship management: A customer perspective. Journal of Hospitality Marketing & Management, 30(6), 673–698. https://doi.org/10.1080/19368623.2021.1884162
Gao, B., Wang, Y., Xie, H., Hu, Y., & Hu, Y. (2023). Artificial Intelligence in Advertising: Advancements, Challenges, and Ethical Considerations in Targeting, Personalization, Content Creation, and Ad Optimization. Sage Open, 13(4), 21582440231210759. https://doi.org/10.1177/21582440231210759
Gunasegaran, H. (2024). Housewives Entrepreneurial Intention: A Review on Key Determinants and Challenges. Malaysian Journal of Business, Economics and Management, 117–124.
Halpiah, H., Putra, H. A., & Ulfah, B. R. M. (2021). Pengelolaan Keuangan Keluarga di Masa Pandemi Covid-19. Journal of Community Development, 2(1), 43–48. https://doi.org/10.47134/comdev.v2i1.29
Kim, S., Choi, B., & Lew, Y. K. (2021). Where Is the Age of Digitalization Heading? The Meaning, Characteristics, and Implications of Contemporary Digital Transformation. Sustainability, 13(16), Article 16. https://doi.org/10.3390/su13168909
Madanchian, M. (2024). The Impact of Artificial Intelligence Marketing on E-Commerce Sales. Systems, 12(10), Article 10. https://doi.org/10.3390/systems12100429
Najihah, N., Adiwijaya, Z. A., & Mutoharoh, M. (2021). Optimalisasi Ibu Rumah Tangga dalam Peningkatan Ekonomi Keluarga melalui Pelatihan Teknik Shibori. Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 6(3), 416–426. https://doi.org/10.26905/abdimas.v6i3.5338
Ogundana, O. M., Simba ,Amon, Dana ,Leo-Paul, & and Liguori, E. (2021). Women entrepreneurship in developing economies: A gender-based growth model. Journal of Small Business Management, 59(sup1), S42–S72. https://doi.org/10.1080/00472778.2021.1938098
Putri, K. C. S., Sariani, N. L. P., & Wiradyatmika, A. A. G. A. (2024). Optimizing Online Delivery System to Enhance Product Marketing for PT Kopie Humble Indonesia. Jurnal Pengabdian Masyarakat, 5(1), Article 1. https://doi.org/10.32815/jpm.v5i1.1270
Rahaman, S. U. (2024). Real-Time Customer Journey Mapping: Combining AI and Big Data for Precision Marketing. IJLRP-International Journal of Leading Research Publication, 5(7). https://www.ijlrp.com/research-paper.php?id=1117
Raisy, Fahlevi, R., & Sinambela, F. A. (2024). Digital Marketing Improvement to Achieve Awareness and Better Engagement for Holybags. Jurnal Pengabdian Masyarakat, 5(2), Article 2. https://doi.org/10.32815/jpm.v5i2.2108
Sayuti, A. F., Iqbal, K., & Ali, Z. (2025). The Influence of Personalized Marketing on Customer Engagement and Customer Lifetime Value. Journal Markcount Finance, 3(2), 123–135.
Shrivastav, M. (2022). Barriers Related to AI Implementation in Supply Chain Management. Journal of Global Information Management (JGIM), 30(8), 1–19. https://doi.org/10.4018/JGIM.296725
Sidi, A. P., Anjaningrum, W. D., Dura, J., Cahyaningtyas, F., & Yogatama, A. N. (2024). Pemanfaatan AI dalam branding dan pemasaran UMKM. Jompa Abdi: Jurnal Pengabdian Masyarakat, 3(4), 155–163.
Vacchi, M., Siligardi, C., Demaria, F., Cedillo-González, E. I., González-Sánchez, R., & Settembre-Blundo, D. (2021). Technological Sustainability or Sustainable Technology? A Multidimensional Vision of Sustainability in Manufacturing. Sustainability, 13(17), Article 17. https://doi.org/10.3390/su13179942
Vita, B., Deitiana ,Tita, & and Ruswidiono, W. (2021). The online marketing of Indonesian street food in Jakarta. Cogent Business & Management, 8(1), 1996215. https://doi.org/10.1080/23311975.2021.1996215
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ahmad Nizar Yogatama, Agus Purnomo Sidi, Widiya Dewi Anjaningrum, Muhammad Bukhori, Justita Dura, Fadilla Cahyaningtyas, Lussia Mariesti Andriany, Rifki Hanif
This work is licensed under a Creative Commons Attribution 4.0 International License.
