AI-Powered Market Insight and the Transformation of Local Entrepreneurship: Evidence from SMEs in Purwakarta, Indonesian
Dikka Wiguna·Iqbal Fadillah N Nazarudin·Umar Fondoli·Dendi Saeful Bahri·Vina Prabaningtyas·Aujchara Thapjun
This study examines how AI-powered market insight contributes to the transformation of local entrepreneurship, focusing on SMEs in Purwakarta, Indonesia. Despite increasing digital adoption, many SMEs remain unable to utilize data for strategic decision-making. A qualitative case study approach was employed, with data collected through in-depth interviews, observation, and document analysis, and analyzed using thematic analysis supported by systematic coding procedures. The findings reveal that