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.

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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

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