Analisis Pemanfaatan Digital Marketing terhadap Peningkatan Kinerja Bisnis pada UMKM di Kota Jambi

Abstract

This research aims to analyze the use of digital marketing to improve business performance in MSMEs in Jambi City. The research uses quantitative descriptive verification method. Data collection is carried out by distributing of questionnaires to a predetermined sample. Respondents in this research are MSMEs in Jambi who are involved in training,mentoring and coacing programs by the government of Jambi, a total of 106 with a purposive sampling technique. The analitical method used in this reserach is multiple regression to test the hypotheses simultaneously and partially. The results of this research show that there is a simultaneous influence between digital marketing and business performance with a strong correlation level and all dimensions of digital marketing contribute to affecting business performance by 56% and the rest are factor that are not examined in this research. In addition, each dimension of digital marketing, namely incentive program, site design, cost, interactivity, and benefit, has a significant effect on business performance. Benefit has the highest effect on business performance, while the lowest effect is the incentive program. This research concludes that the effective use of digital marketing can improve the business performance of MSMEs in Jambi. Recommendations are given for MSMEs to focus on developing digital marketing strategies that emphasize benefits and interactivity to achieve better business performance.