Determinants of The Desire to Reuse Artificial Intelligence (AI) in Increasing Sales of Msme Products (Focus on Culinary Products)

Abstract

The development of Artificial Intelligence (AI) technology has created new opportunities in digital marketing, including for MSMEs in the culinary sector. Although a number of MSMEs have begun to adopt AI, the sustainability of using this technology is still a challenge due to limited digital literacy, trust, and user satisfaction. This study aims to analyze the factors that influence the desire to reuse AI in increasing sales of culinary MSME products. The variables studied include perceived benefits, perceived ease of use, user satisfaction, trust in technology, and the desire to reuse. The study was conducted in Medan City with a quantitative approach and survey method of 150 MSME respondents who have used AI. The data analysis technique used is path analysis. The results of the study show that perceived benefits, ease of use, and user satisfaction have a direct and significant effect on the desire to reuse AI. In addition, trust in technology mediates the relationship between these variables and reuse intention. This study concludes that positive experiences and ease of use of AI encourage the sustainability of technology utilization in MSME culinary marketing activities. The implications of these findings provide insights for technology developers, business actors, and policy makers to strengthen an adaptive and sustainable MSME digital ecosystem.