In an increasingly advanced digital era, micro, small, and medium enterprises (MSMEs) face new challenges and opportunities in enhancing their sales performance. The use of innovative technologies, such as ChatGPT and Customer Relationship Management (CRM), is key to improving operational efficiency and strengthening MSME competitiveness. This study aims to analyze the impact of integrating ChatGPT and CRM on MSME sales performance with operational efficiency as a mediating variable. The research employs a quantitative approach using SEM-PLS methodology to explore the relationships between relevant variables. The study was conducted on 100 MSMEs in Subang Regency, Indonesia, using an online questionnaire as the data collection tool. The findings indicate that the integration of ChatGPT and CRM significantly affects MSME sales performance in Subang Regency, with operational efficiency as a mediating variable. First, ChatGPT has been shown to have a significant positive impact on MSME sales performance. This technology facilitates the adoption of new technologies, enhances customer interaction, and enables better service personalization, which directly impacts increased sales volume, sales growth, and revenue. Second, effective CRM implementation also demonstrates a significant positive influence on MSME sales performance. Good customer data management, customer satisfaction, and customer loyalty contribute to increased sales volume, sales growth, and revenue. Third, operational efficiency proves to play a significant mediating role in the relationship between ChatGPT and CRM integration and MSME sales performance. Improvements in operational efficiency through reduced processing times, optimized resource use, and cost reduction support increased sales volume, sales growth, and revenue.

Formative policy evaluation is an assessment process carried out periodically during policy implementation to ensure that the policy is running according to the expected objectives. Consistency in development planning includes continuity and harmony between short-, medium- and long-term plans. A smooth supply chain refers to the effectiveness and efficiency of the flow of goods and services from producers to consumers. The level of community welfare is measured through economic, social and health indicators. This research aims to analyze the influence of formative policy evaluation and consistency of development planning on the smooth running of the supply chain and its implications for the level of community welfare in Kebumen. This research uses quantitative methods with survey techniques involving respondents from various related sectors in Kebumen. Data was collected through questionnaires and in-depth interviews, then analyzed using statistical methods to test the proposed hypotheses. The research results show that formative evaluation of policies and consistency of development planning have a positive and significant influence on the smooth running of the supply chain. Apart from that, a smooth supply chain has been proven to contribute significantly to increasing the level of welfare of the people of Kebumen. These findings underline the importance of continuous formative evaluation and consistent development planning to support supply chain efficiency and improve community welfare. The implication of this research is the need for the Kebumen regional government to strengthen policy evaluation mechanisms and maintain consistency in development planning to ensure a smooth supply chain which ultimately improves community welfare.