Pengaruh Digital Marketing Dan Digital Service Terhadap Kinerja UMKM

Studi Pada Wirausaha Wanita Desa Sirah Pulau Kecamatan Merapi Timur Lahat

Authors

  • Dewi Rosita Universitas Serelo Lahat
  • Darius Antoni Universitas Serelo Lahat
  • Harun Samsuddin Universitas Serelo Lahat

DOI:

https://doi.org/10.47747/jnmpsdm.v5i4.2271

Keywords:

Digital Marketing, Digital Service, MSME Performance

Abstract

The research conducted by the author aims to determine and analyze the influence of digital marketing and digital services individually and together on the performance of MSMEs of female entrepreneurs in Sirah Pulau Village, Merapi Timur District, Lahat. The research method used in this study is quantitative, using a questionnaire distributed to respondents. Data quality testing using validity tests, reliability tests, and classical assumption tests with normality test formulas, heteroscedasticity tests, and multicollinearity tests. The analysis used is descriptive analysis and inferential analysis using statistical calculations with multiple regression formulas, partial tests, simultaneous tests and coefficients of determination. The results of the discussion obtained digital marketing has a significant effect on the performance of MSMEs in Women Entrepreneurs in Sirah Pulau Village, Merapi Timur District, Lahat. Digital service has a substantial effect on the performance of MSMEs in Women Entrepreneurs in Sirah Pulau Village, Merapi Timur. District, Lahat. Digital marketing and digital services significantly affect the performance of MSMEs in Women Entrepreneurs in Sirah Pulau Village, Merapi Timur District, Lahat.

References

Hendro. (2021). Dasar – Dasar Kewirausahaan. Erlangga, Jakarta.

Sugiyono. (2021). Metode Penelitian Kuantitatif dan Kualitatif dan R & D. Alpabeta, Bandung.

Sari, D. P (2022) “Meningkatkan Kinerja Pemasaran Melalui Digital Content Marketing Dan Transformasi Digital Pada UMKM Makanan Di Banyumas.” Jurnal Ekonomi Bisnis Dan Akuntansi (JEBA) 24 No. 4

Viana. (2020). Aplikasi SMS Gateway Untuk Absensi Siswa SMK Menggunakan Skala Likert Di SMK Negeri 1 Nguling. Jurnal Spirit 9 No 1 (2020)

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Published

2024-12-02

How to Cite

Rosita, D., Antoni, D., & Samsuddin, H. (2024). Pengaruh Digital Marketing Dan Digital Service Terhadap Kinerja UMKM : Studi Pada Wirausaha Wanita Desa Sirah Pulau Kecamatan Merapi Timur Lahat. Jurnal Nasional Manajemen Pemasaran Dan SDM, 5(4), 373 - 382. https://doi.org/10.47747/jnmpsdm.v5i4.2271

Issue

Vol. 5 No. 4 (2024): Jurnal Nasional Manajemen Pemasaran dan SDM

Section

Articles

License

Copyright (c) 2024 Dewi Rosita, Darius Antoni, Harun Samsuddin

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