PERAN PEMANFAATAN AI DAN TIKTOK TERHADAP KINERJA BISNIS UMKM MELALUI PENGETAHUAN WIRAUSAHA DI TANGERANG
Keywords:
Artificial Intelligence, TikTok, Entrepreneurial Knowledge, Business Performance, MSMEsAbstract
This study aims to analyze the effect of Artificial Intelligence (AI) and TikTok utilization on MSME business performance, with entrepreneurial knowledge as a mediating variable. The study was conducted on micro and small business owners in Tangerang who have utilized AI and/or TikTok in their business activities. A quantitative approach with a cross-sectional design was employed. Data were collected through an online survey of 467 respondents selected using purposive sampling. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that the utilization of AI and TikTok has a positive and significant effect on entrepreneurial knowledge. In addition, entrepreneurial knowledge was also found to have a positive effect on business performance. The findings further indicate that AI and TikTok not only have a direct effect on business performance, but also an indirect effect through entrepreneurial knowledge as a mediator. These results confirm that the use of digital technology, accompanied by improved entrepreneurial knowledge, can become an important strategy to strengthen the competitiveness, efficiency, and sustainability of MSMEs. This study provides practical implications for business owners and policymakers in promoting a more targeted and effective digital transformation of MSMEs
References
Al-Mamary, Y. H., & Alshallaqi, M. (2022). Impact of autonomy, innovativeness, risk-taking, proactiveness, and competitive aggressiveness on students’ intention to start a new venture. Journal of Innovation and Knowledge, 7(4). https://doi.org/10.1016/j.jik.2022.100239
Alharthi, S. (2025). Harnessing Knowledge: The Robust Role of Knowledge Management Practices and Business Intelligence Systems in Developing Entrepreneurial Leadership and Organizational Sustainability in SMEs. Sustainability, 17(14), 1–22. https://doi.org/10.3390/su17146264
Ameliah, R., Negara, R. A., & Rahmawati, I. (2021). Status Literasi Digital di Indonesia Ringkasan Eksekutif.
Ayinaddis, S. G. (2023). Socio-economic factors affecting women’s entrepreneurial performance in MSEs in Bahir Dar City, Ethiopia. Journal of Innovation and Entrepreneurship, 12(1). https://doi.org/10.1186/s13731-023-00289-w
Azzahra, R. N., Larasati, P., Rizki, M., & Priyono, B. (2025). The Role of MSMEs in Driving Sustainable Development in Indonesia. KnE Social Sciences, 10(15), 643–657. https://doi.org/10.18502/kss.v10i15.19218
BPS Banten (2024). Banyaknya Usaha/Perusahaan Industri Mikro dan Kecil Menurut Kabupaten/Kota dan Kelompok Pekerja di Provinsi Banten, 2022. https://banten.bps.go.id/id/statistics-table/2/NjE1IzI=/banyaknya-usaha-perusahaan-industri-mikro-dan-kecil-menurut-kabupaten-kota-dan-kelompok-pekerja-di-provinsi-banten.html
Chaldun, E. R., Yudoko, G., & Prasetio, E. A. (2024). Developing a theoretical framework of export-oriented small enterprises: A multiple case study in an emerging country. Sustainability, 16(24). https://doi.org/10.3390/su162411132
Essential, T. H. E., To, G., Latest, T. H. E., & Behaviours, C. (2024). DIGITAL 2024.
Fitri, S. D., & Ananta, Y. (2025). TikTok algorithm in fast beauty product marketing: Influencing consumer behavior of the digital generation. Greenation International Journal of Engineering Science, 2(4), 192–199. https://doi.org/10.38035/gijes.v2i4.358
Ganuthula, V. R. R. (2025). AI-enabled individual entrepreneurship theory: Redefining scale, capability, and sustainability in the digital age. Journal of Innovation and Entrepreneurship, 14(1). https://doi.org/10.1186/s13731-025-00521-9
Government of the Republic of Indonesia (2021). Government Regulation of the Republic of Indonesia Number 5 of 2021 on the Implementation of Risk-Based Business Licensing. Peraturan Pemerintah, 15, 390. https://peraturan.bpk.go.id/Home/Details/159235/pp-no-5-tahun-2021
Ha, S. T., Lo, M. C., Suaidi, M. K., Mohamad, A. A., & Razak, Z. Bin. (2021). Knowledge management process, entrepreneurial orientation and performance in SMEs: Evidence from an emerging economy. Sustainability, 13(17). https://doi.org/10.3390/su13179791
Hair Jr., Joseph F., Hult, G. Tomas M., Ringle, Christian M., Sarstedt, Marko, Danks, Nicholas P., & Ray, Soumya (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R.
Hernita, H., Surya, B., Perwira, I., Abubakar, H., & Idris, M. (2021). Economic business sustainability and strengthening human resource capacity based on increasing the productivity of small and medium enterprises (SMES) in Makassar city, Indonesia. Sustainability, 13(6), 1–37. https://doi.org/10.3390/su13063177
Homayoun, S., Salehi, M., ArminKia, A. H., & Novakovic, V. (2024). The Mediating Effect of Innovative Performance on the Relationship Between the Use of Information Technology and Organizational Agility in SMEs. Sustainability, 16(22), 1–23. https://doi.org/10.3390/su16229649
Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9
Jamalulel, I., Hernando, J., & Kristin Sihombing, A. (2025). Analyzing Tiktok’s Content Marketing Strategy for Enhancing Customer Engagement in Indonesian MSMEs. https://doi.org/10.51583/IJLTEMAS
Jang, S. H., & Lee, C. W. (2025). Digital Entrepreneurial Orientation, Technology Absorptive Capacity, and Digital Innovation on Business Performance. Systems, 13(4), 1–20. https://doi.org/10.3390/systems13040300
Liu, Y., Kim, C. Y., Lee, E. H., & Yoo, J. W. (2022). Relationship between Sustainable Management Activities and Financial Performance: Mediating Effects of Non-Financial Performance and Moderating Effects of Institutional Environment. Sustainability, 14(3). https://doi.org/10.3390/su14031168
Muhammad Arif, Zulfadly Syam, & A. Z. (2025). SURVEI PENETRASI INTERNET DAN PERILAKU PENGGUNAAN INTERNET Sebagai perwakilan Pengurus APJII, kami dengan bangga mempersembahkan Profil Internet Indonesia 2025.
Neckebrouck, J., & Zellweger, T. (2024). Decision-making in entrepreneurial teams with competing economic and noneconomic goals. Strategic Entrepreneurship Journal, September, 1–29. https://doi.org/10.1002/sej.1524
Ngalup Collaborative Network (2023). Kategori, Klasifikasi dan Bidang Usaha UMKM Adalah. https://ngalup.co/artikel/umkm-adalah/
Octasylva, A. R. P., Yuliati, L. N., Hartoyo, H., & Soehadi, A. W. (2022). Innovativeness as the key to MSMEs’ performances. Sustainability, 14(11). https://doi.org/10.3390/su14116429
Purwanto, N. P. (2025). TRANSFORMASI DIGITAL UMKM: STRATEGI PEMBERDAYAAN MENUJU EKONOMI INKLUSIF. XVII(10), 1–5.
Sirait, H., Hendratmoko, Basuki, R. A., Djubair, R. A., Hardipura, G. T., & Endri, E. (2025). Exploring the diffusion of digital technologies in higher education entrepreneurship: The impact of the utilization of AI and TikTok on student entrepreneurial knowledge, experience, and business performance. Administrative Sciences, 15(7). https://doi.org/10.3390/admsci15070285
Skandalis, K. S., & Skandali, D. (2025). Digital Transformation and Entrepreneurial Risk-Taking: Navigating affordance and apprehension in SME intentions. Risks, 13(9), 1–17. https://doi.org/10.3390/risks13090177
Thakuri, S., Bon, M., Cavus, N., & Sancar, N. (2024). Artificial Intelligence on Knowledge Management Systems for Businesses: A Systematic Literature Review. TEM Journal, 13(3), 2146–2155. https://doi.org/10.18421/TEM133-42
Uriarte, S., Baier-Fuentes, H., Espinoza-Benavides, J., & Inzunza-Mendoza, W. (2025). Artificial intelligence technologies and entrepreneurship: a hybrid literature review. Review of Managerial Science. https://doi.org/10.1007/s11846-025-00839-4
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in marketing: Systematic review and future research direction. International Journal of Information Management Data Insights, 1(1), 100002. https://doi.org/10.1016/j.jjimei.2020.100002
Wahid, R., Karjaluoto, H., & Taiminen, K. (2023). Becoming TikTok famous: Strategies for global brands to engage consumers in an emerging market. 31(1), 106–123. https://doi.org/10.1177/1069031X221129554
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
