Optimalisasi Differentiation Focus melalui Generative AI dan Zero-Waste Pada UMKM Ayam Geprek Bu Marni

Oky Wida Syahputra, Hotman Ivan Sianturi, Diovianto Putra Rakhmadani, Lina Fatimah Lishobrina

Abstract


This study aimed to examine the implementation of a differentiation focus strategy at the micro culinary MSME Ayam Geprek Bu Marni through sambal kecombrang product innovation, zero-waste practices, and the adoption of generative AI technology. The methodology employed included a systematic literature review (SLR), semi-structured interviews with the business owner, and field observations to understand production and promotional processes. The findings revealed that local product innovation is the primary differentiator, while kitchen waste management through zero-waste practices contributed to cost efficiency and green branding. On the other hand, the use of AI tools such as ChatGPT accelerated the content creation process and improved social media engagement, despite limited digitalization. This study concludes that the synergy of local uniqueness, modern technology, and operational efficiency enables micro-MSMEs to achieve sustainable competitive advantage through differentiation rather than price competition.



Keywords


Artificial Intelligence; diferensiasi fokus; pemasaran digital; sambal kecombrang; zero waste

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