PEMASARAN DIGITAL DAN IMPLIKASINYA TERHADAP KINERJA KEUANGAN UMKM

Abstract

This study aims to analyze the implications of digital marketing on the financial performance of Micro, Small, and Medium Enterprises. Digital marketing has become an increasingly important strategy for enterprises to enhance competitiveness and expand market reach. This research employs a quantitative method with an explanatory research approach. Data were collected through questionnaires distributed to 100 Micro, Small, and Medium Enterprise owners who actively use digital platforms for marketing activities. The data were analyzed using simple linear regression with statistical data processing software. The results indicate that digital marketing has a positive and significant effect on the financial performance of Micro, Small, and Medium Enterprises. These findings suggest that the implementation of digital marketing contributes to increased revenue, improved cost efficiency, and better financial stability. The implications of this study highlight that optimizing digital marketing strategies can serve as an effective tool to support sustainable financial performance. Therefore, enterprise owners are encouraged to enhance their utilization of digital marketing to achieve better financial outcomes.