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The Role of Artificial Intelligence in Enhancing MSME Performance: The Interplay Between Customer Orientation, Competitor Orientation, and Brand Commitment

Purpose: This study aims to examine the impact of customer orientation, competitor orientation, and brand commitment on the business performance of Micro, Small, and Medium Enterprises (MSMEs), focusing on the moderating role of artificial intelligence (AI) in enhancing strategic responsiveness and...

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Principais autores: Intan Rahma Dewi, Muhammad Ikko Oktaviano, Wildan Arief Firdaus, Puji Endah Purnamasari, Ditya Permatasari
Formato: Artigo
Idioma:Inglês
Publicado em: Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business 2025-11-01
coleção:Journal of Enterprise and Development
Assuntos:
Artificial Intelligence
Customer Orientation
Competitor Orientation
Brand Commitment
MSME Performance
Acesso em linha:https://journal.uinmataram.ac.id/index.php/jed/article/view/14392
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