https://e-journal.uac.ac.id/index.php/khodimulummah <p>Jurnal LPPM</p> Lembaga Penelitian dan Pengabdian Masyarakat Institut Pesantren KH. Abdul Chalim Mojokerto en-US Khodimul Ummah: Journal of Community Service 2963-9719 https://e-journal.uac.ac.id/index.php/khodimulummah/article/view/10857 <table width="590"> <tbody> <tr> <td width="446"> <p>The acceleration of digital transformation demands Micro, Small, and Medium Enterprises (MSMEs) to integrate advanced technologies to maintain market relevance. This study aims to analyze the influence of Generative Artificial Intelligence (GenAI) utilization on digital marketing performance and competitive advantage of MSMEs in Probolinggo Regency. Using the Resource-Based View (RBV) and Dynamic Capabilities Theory (DCT) frameworks, this research examines how cognitive computing technology can function as an operant resource to stimulate competitive advantage. This quantitative research involves 150 MSME actors in Probolinggo Regency selected through purposive sampling. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS 4 software. The results indicate that GenAI utilization has a positive and significant effect on digital marketing performance and competitive advantage. Furthermore, digital marketing performance is proven to play a crucial partial mediating role in bridging GenAI technology adoption toward achieving sustainable competitive advantage. The study concludes that returns on smart technology investments in resource-constrained markets depend heavily on firms' dynamic capabilities to reconfigure business models and align automation with local uniqueness and human interaction authenticity.</p> <p>&nbsp;</p> </td> </tr> </tbody> </table> Fitri Dian Wilujeng ##submission.copyrightStatement## http://creativecommons.org/licenses/by-sa/4.0 2026-07-03 2026-07-03 5 1 1 21 10.31538/khodimulummah.v5i1.10857 https://e-journal.uac.ac.id/index.php/khodimulummah/article/view/11061 <p>Digital technological transformation has reshaped patterns of religious communication, including Islamic da’wah activities, which have shifted from conventional settings to digital spaces. Although young people have extensive access to digital devices and social media, their ability to utilise these technologies for the production and dissemination of da’wah content continues to face several challenges, particularly those related to digital literacy, content-production skills, and communication ethics in cyberspace. This community engagement program aimed to enhance the capacity of female students at IAI Imam Syafi’i Riau to develop mobile-based digital da’wah through an integrated four-stage training model. The program employed a Participatory Action Learning approach comprising four main stages: Need Assessment, Digital Literacy, Content Production, and Content Dissemination. A total of 40 female students participated in the program. Data were collected through participant-needs questionnaires, pre-test and post-test assessments, observations of content-production practices, and documentation of program outputs. The data were analysed descriptively to identify changes in participants’ competencies before and after the training. The results demonstrated a substantial improvement in participants’ competencies following the training program. The participants’ average score increased from 58.40 on the pre-test to 84.25 on the post-test, representing a gain of 25.85 points. In terms of program outputs, the participants successfully produced 100 digital da’wah materials, consisting of 42 da’wah posters, 28 short videos, 24 reels, and 6 infographics. Furthermore, 90% of the participants successfully published their work on various social media platforms, including Instagram, TikTok, WhatsApp, and YouTube Shorts. The participant-satisfaction evaluation yielded an average score of 4.68 on a five-point scale, indicating that the program was perceived as highly relevant to their needs. These findings indicate that an integrated four-stage digital da’wah empowerment model can effectively enhance students’ capacity to transform their use of digital technology from predominantly consumptive activities into productive practices for disseminating educational, moderate, and responsible Islamic values.</p> Siti Mahmudah Noorhayati Afiq Budiman Harmon Amir ##submission.copyrightStatement## http://creativecommons.org/licenses/by-sa/4.0 2026-07-26 2026-07-26 5 1 22 46