EMPOWERING LOMBOK PEARL CARFT MSMES THROUGH ARTIFICAL INTELLIGENCE BASED DIGITAL MARKETING , SUSTAINABLE BRANDING, AND INTERNATIONAL MARKET DEVELOPMENT

Abstract

The Micro, Small, and Medium Enterprises (MSMEs) sector forms the backbone of Indonesia's economy, with Lombok's pearl craft industry representing a significant cultural heritage and economic asset. However, these artisans face persistent challenges, including limited market access, reliance on traditional marketing methods, and a lack of global brand identity, which hinder their ability to compete internationally. This article examines a strategic framework designed to empower Lombok pearl craft MSMEs by integrating Artificial Intelligence (AI)-based digital marketing, sustainable branding practices, and international market development. Employing a qualitative approach through case studies and literature review, this research explores how AI driven tools such as predictive analytics, personalized customer targeting, and automated content optimization can enhance digital visibility and customer engagement. Concurrently, the study proposes a sustainable branding model that emphasizes ethical sourcing, environmental stewardship, and cultural preservation to differentiate Lombok pearls in the global marketplace. Furthermore, it outlines a phased strategy for international market penetration, addressing logistical hurdles, cross-border e-commerce, and quality standardization. The findings suggest that the synergistic adoption of these three pillars not only increases sales volume but also fosters long-term resilience and global competitiveness. This article concludes with actionable recommendations for policymakers, industry stakeholders, and MSME owners to facilitate a digital and sustainable transformation, ensuring that Lombok’s pearl industry transitions from a local craft to a recognized global brand.