Strengthening AI-Assisted Phygital Marketing Capabilities among Women in the PRNA Dukuh Kweni Community

Totok Haryanto; Anis Shofiyani; Hermin Endratno; Agus Mulyadi Purnawanto; Hadi Pramono; Fitri Rakhmawati

doi:10.54471/khidmatuna.v7i1.4015

Authors

Totok Haryanto Universitas Muhammadiyah Purwokerto Banyumas
Anis Shofiyani Universitas Muhammadiyah Purwokerto Banyumas
Hermin Endratno Universitas Muhammadiyah Purwokerto Banyumas
Agus Mulyadi Purnawanto Universitas Muhammadiyah Purwokerto Banyumas
Hadi Pramono Universitas Muhammadiyah Purwokerto Banyumas
Fitri Rakhmawati Universitas Muhammadiyah Purwokerto Banyumas

DOI:

https://doi.org/10.54471/khidmatuna.v7i1.4015

Keywords:

Phygital Marketing, AI Literacy, Participatory Experiential Learning, Women’s Economic Empowerment, Microenterprise Digital Marketing

Abstract

Strengthening microenterprise marketing requires the ability to connect face-to-face customer experiences with digital interaction and to use artificial intelligence (AI) critically. This community engagement programme examined initial phygital marketing capacity building among women affiliated with PRNA Dukuh Kweni, Brebes, Indonesia. Thirty-five participants undertook participatory experiential learning involving needs assessment, collaborative priority setting, AI-assisted content development, simulation of physical-digital customer journeys, and reflection. Six dichotomous indicators were assessed before and immediately after training, alongside observations and examples of practical work. The proportion of affirmative responses ranged from 3% to 11% at baseline and from 86% to 94% after training. Participants practised developing promotional messages and visual content while mapping connections between physical products and digital communication channels. The findings document immediate learning-related responses and preliminary marketing designs, but do not establish sustained adoption, independently assessed competence, or increased sales. The programme demonstrates how participatory, needs-based training can introduce AI-assisted phygital marketing in a resource-constrained community, while underscoring the need for follow-up evaluation of practical use.

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