Bioldy, Ersal (2025) Praktik Penggunaan ChatGPT Sebagai Alat Bantu dalam Penyusunan Strategi Branding (Studi Appsnografi Terhadap Pelaku UMKM). Tesis (S2) - thesis, Universitas Bakrie.
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Abstract
This study examines the practical use of artificial intelligence technology ChatGPT as a tool for formulating branding strategies among Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Utilizing an appsnography approach, the research highlights how MSMEs leverage ChatGPT within the digital brand communication context across techno-physical, techno-sociocultural, techno-discursive, techno-communicative, and techno-medial dimensions. Findings reveal that prompt engineering plays a crucial role in obtaining relevant and effective outputs from ChatGPT, while the emotional attachment of MSME actors to this technology further strengthens its adoption and dissemination within their communities. However, the study also identifies potential risks of over-dependence, underscoring the need for enhanced digital literacy and prompting skills to maximize AI benefits. This research contributes significantly to the advancement of AI-based digital communication theories and cost-effective, adaptive branding practices for MSMEs.
| Item Type: | Thesis (Tesis (S2) - ) |
|---|---|
| Uncontrolled Keywords: | Appsnografi, ChatGPT, Artificial intelligence (AI), Micro, Small, and Medium Enterprises (MSMEs), Digital Application |
| Subjects: | Marketing > Branding (Marketing) Technology > T Technology (General) Thesis > Thesis (S2) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Magister Ilmu Komunikasi |
| Depositing User: | Ersal Bioldy |
| Date Deposited: | 27 Nov 2025 08:24 |
| Last Modified: | 27 Nov 2025 08:24 |
| URI: | https://repository.bakrie.ac.id/id/eprint/12890 |
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