THE IMPACT OF ARTIFICIAL INTELLIGENCE, DIGITAL COMPETENCIES, AND ENTREPRENEURIAL COMPETENCIES ON B40 WOMEN'S SUSTAINABLE BUSINESS PERFORMANCE
DOI:
https://doi.org/10.15282/ijhtc.v10i2.13002Keywords:
Artificial Intelligence (AI) , Digital Competencies, Entrepreneurial Competencies , Business Performance, Women EntrepreneursAbstract
Artificial Intelligence (AI) has transformed the way businesses operate and the field of digital marketing. AI tools offer several benefits for digital marketers, making them a prevailing tool for businesses to achieve their marketing goals. This study aims to examine the impact of AI marketing on the performance of micro businesses. Second, it is to observe the mediating effect of digital and entrepreneurial competencies on the relationship between AI adoption and business performance. A cross-sectional quantitative design was employed, and questionnaires were distributed to 300 B40 women entrepreneurs. A final valid dataset of 235 respondents was analyzed using the Structural Equation Modeling (SEM) method. The study results display the direct effects of AI adoption, digital competencies, and sustainable business performance. Then, digital and entrepreneurial competencies mediate the relationship between AI adoption and sustainable business performance. The implications of these findings suggest that the systematic development of skills and knowledge, as well as the strategic deployment of AI and technologies, should be a priority for entrepreneurs seeking to improve performance and preserve a competitive edge in an ever-evolving market and industry.
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