Genetic Algorithm Optimization for Strategic Marketing Decision-Making in Indonesian MSMEs

Mayang Anglingsari Putri; Denisha Trihapningsari

doi:10.30871/jaic.v10i5.14018

Authors

Mayang Anglingsari Putri Universitas Terbuka
Denisha Trihapningsari Universitas Terbuka

DOI:

https://doi.org/10.30871/jaic.v10i5.14018

Keywords:

Artificial Intelligence, Genetic Algorithm, Optimization, Marketing Strategy, MSMEs

Abstract

Indonesian Micro, Small, and Medium Enterprises (MSMEs) face challenges in developing effective marketing strategies amid rapid digital transformation and changing consumer behavior. This study applies a Genetic Algorithm (GA) to optimize key marketing variables, including price, promotion, product quality, and social media utilization. Using survey data from MSME owners, the GA identifies marketing strategy combinations with high predicted performance. The results show that balanced pricing, strong digital promotion, and improved product quality contribute to better marketing performance. The study demonstrates the potential of GA as a decision-support approach for developing data-driven marketing strategies for Indonesian MSMEs. Future research may incorporate real-time consumer data and hybrid AI methods.

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