Utilization Of Digital Marketing and Product Innovation In Improving Msme Marketing Performance In Talun District

Authors

  • Meisya Salsabilla Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon, Indonesia
  • Dyta Aulia Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon, Indonesia
  • Soesanty Maulany Faculty of Economics and Business, Universitas Swadaya Gunung Jati, Cirebon, Indonesia

DOI:

https://doi.org/10.46799/ijssr.v4i05.778

Keywords:

Digital Marketing, Product Innovation, Marketing Performance, MSMEs, Talun District

Abstract

The purpose of this study is to examine the influence of digital marketing and product innovation on the marketing performance of MSMEs in Talun District. This study used quantitative methods. The population in this study is culinary MSME business actors in Talun District, with a sample of 100 people. The data collection technique in this study used a questionnaire with a measurement scale using the Likert scale. The data analysis technique used in this study is multiple linear regression analysis. The results of this study show that partially digital marketing and product innovation have a positive and significant influence on marketing performance, and simultaneously digital marketing and product innovation have a positive and significant effect on market performance.

References

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Published

2024-05-25

Issue

Vol. 4 No. 05 (2024): International Journal of Social Service and Research (IJSSR)

Section

Articles

License

Copyright (c) 2024 Meisya Salsabilla, Dyta Aulia, Soesanty Maulany

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