Academic Writing Presentation

By : Ferdian Pradha Adhitama (014201800111)

 “Intention of Using ChatGPT as a Tool for
Making Marketing Material Content by Small
Micro Entrepreneur in Indonesia”
What is The Research Topic ?
The widespread use of Artificial Intelligence as a
tool to improve the efficiency, effectiveness, and
productivity of work, especially for task that
involve logical thinking and decision-making
What are The Research Questions ?
RQ1 : What are the factors that cause SME entrepreneur to
decide to use ChatGPT as a tool in creating marketing
content ?

RQ2 : How much the influence of each factor that causes

SME entrepreneur to use ChatGPT as a tool in creating
marketing content ?

RQ3 : Are there any inhibiting or negative factors that can

affect SME entrepreneur to use ChatGPT as a tool in creating
marketing content ?
The Three Main Variables Factors of Intention to Use of
ChatGPT

• Curiosity
• Perceived Critical Mass
• Competition
• Intention to Use
Curiosity is a feeling that arises within an
individual when discovering new information
and has a high intensity of motivation and
interest in learning about the new information
Critical mass is a measure or quantity of users
who have adopted a new system or technology.
Technically, critical mass can describe that the
more people adopt a new system, the potential to
create a large-scale impact.
Competition is a feeling that arises when being
in a situation that can evoke a desire to compete
with others.
Intention to Use basically also be known as
Behavioral Intention is consumer’s willingness
to use the new technology-based product or
service
The Three Main Negative Variables Factors of Intention to
Use of ChatGPT

• Facilitating Conditions
• Insecurity
• Discomfort
Facilitating Conditions is an influencing factor
that enables someone to believe that the
infrastructure, technical support, and other
additional facilities must be truly prepared or
already well-available when they decide to use a
new technology
Discomfort is a feeling that arises when someone
feels a discomfort during an interaction that
comes from outside
Insecurity is a feeling that arises when faced with
a potential threat that an individual cannot
handle.
Theoretical
Framework
Mini Survey Result
 75

59
CRS1 : 55

“I like to find
many 32
27
information
about new
technology”

1 2 3 4 5
 72 70
66

CRS2 :

“I often read
many
information 24
about ChatGPT
16
just out of
curiosity”
1 2 3 4 5
 92

72
CRS3:
60

“Trying to use
ChatGPT to see
what new
features I can 19
use”
5

1 2 3 4 5
 91

CRS4:
65
“I like to 59

browsing about
ChatGPT
information
25
even when I
don’t plan to 8
using it”
1 2 3 4 5
 122

PCM1: 83

“Many UMKM
entrepreneur
using 34
ChatGPT”
8
1
1 2 3 4 5
 97

PCM2: 81

“Many people 60

in my virtual
community
using
ChatGPT” 9
1
1 2 3 4 5
 91

65
PCM3: 59

“Many people in
my virtual
neighborhood 25
using ChatGPT”
8

1 2 3 4 5
 111

PCM4:
60
52
“I can easily see
people using
ChatGPT”
18
7

1 2 3 4 5
 116

COM1: 86

“I feel proud
when I master
an aspect of an 38

ChatGPT”
7
1
1 2 3 4 5
 84

74 73
COM2:

“It is important
to me to be the
fastest and most
skilled person
for utilize of
9
ChatGPT” 8

1 2 3 4 5
 88 89

COM3: 57

“I get upset when I

lose to my
competitor ”
11
3
1 2 3 4 5
 112

80
ITU1:

“I intend to use
ChatGPT in the 35
future”
16
5

1 2 3 4 5
 92

72

ITU2: 60

“I plan to use
ChatGPT in the
future” 16
8

1 2 3 4 5
 83
79
72

ITU3:

“I predict that I
would use
ChatGPT in the
future”
10
4

1 2 3 4 5
 100

ITU4:
72
“I will not 62
hesitate to use
ChatGPT for
time efficiency
of marketing
12
content making”
2
1 2 3 4 5
 116

ITU5:
73
“I expect to use
ChatGPT as tool 50

for marketing
content making”
9
0
1 2 3 4 5
Conclusions
Indeed, for now, ChatGPT application is still a relatively new
application and technology in Indonesia, especially in the
scope of UMKM. Moreover, many UMKM are still
unfamiliar with ChatGPT. However, considering the
significant potential of using ChatGPT as a tool to assist in
the process of creating marketing content, it is certainly an
interesting lesson, given that in the future, more Indonesians
will be curious about the benefits of ChatGPT.