DAMPAK DIGITAL MARKETING TERHADAP KINERJA UMKM DI PALEMBANG

APRILIZA, HARTININGSIH and Sulastri, Sulastri and Rosa, Aslamia (2025) DAMPAK DIGITAL MARKETING TERHADAP KINERJA UMKM DI PALEMBANG. Masters thesis, Sriwijaya Universiy.

Preview	Image RAMA_61101_01012682125027_Cover.jpg - Cover Image Available under License Creative Commons Public Domain Dedication. Download (234kB) | Preview
	Text RAMA_61101_01012682125027.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (6MB) | Request a copy
	Text RAMA_61101_01012682125027_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (10MB) | Request a copy
	Text RAMA_61101_01012682125027_0023105902_0029057208_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (3MB)
	Text RAMA_61101_01012682125027_0023105902_0029057208_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (377kB) | Request a copy
	Text RAMA_61101_01012682125027_0023105902_0029057208_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (618kB) | Request a copy
	Text RAMA_61101_01012682125027_0023105902_0029057208_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (840kB) | Request a copy
	Text RAMA_61101_01012682125027_0023105902_0029057208_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (157kB) | Request a copy
	Text RAMA_61101_01012682125027_0023105902_0029057208_06_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (449kB) | Request a copy
	Text RAMA_61101_01012682125027_0023105902_0029057208_07_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy

Abstract

This research aims to determine the impact of digital marketing on the performance of MSMEs in Palembang, specifically in one of the shopping centers, Palembang Indah Mall (PIM). The sample in this study were 91 SMESs, who were obtained through a sampling technique using the simple random samping method. The data collection method uses questionnaires distributes to MSME and the data is processed using Structural Equation Modeling (SEM). The result of the study show that digital literacy does not have a significant positive impact on the performance of MSMEs. However, e-commerce and digital support facilities have a significant positive impact on the performance of MSMEs. Meanwhile, the effectiveness of digital marketing can mediate the relationship between digital literacy and MSME performance. Then the effectiveness of digital marketing can also mediate the relationship between e-commerce and MSME performance. And the effectiveness of digital marketing can mediate the relationship between supporting mediate the relationship between supporting facilities and MSME performance. The effectiveness of digital marketing has a positive and significant impact on the performance of MSMEs.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User:	Hartiningsih Apriliza
Date Deposited:	01 Aug 2025 07:43
Last Modified:	01 Aug 2025 07:43
URI:	http://repository.unsri.ac.id/id/eprint/182085

Actions (login required)

View Item