Pengaruh Digital Marketing, E-Commerce, dan Financial Technology Terhadap Pendapatan UMKM pada Kabupaten Mojokerto

Berlian Dewi Bilkhis, M. Cholid Mawardi, Dewi Diah Fakhriyyah

Abstract


This research aims to examine and analyze the factors influencing MSME income. This study focuses on MSMEs in Mojokerto Regency in Bangsal District by involving respondents from various professional backgrounds. The method used is a quantitative method with primary data obtained by distributing questionnaires to 80 respondents. The data was analyzed using multiple linear regression with SPSS version 22. The results of the study indicate that digital marketing and e-commerce have a positive and  significant effect on MSME income, while financial technology shows a positive and insignificant influence on MSME income. In theory, digital marketing, e-commerce, and financial technology are useful as unique resources and increase the income of MSMEs in Mojokerto by expanding and facilitating transactions. The practical contribution of theory, the use of these three technologies encourages MSMEs in Mojokerto Regency to increase competitiveness and business growth. Theoretically, this study strengthens the concept of Resource Based View (RBV) which states that digital resources are important strategic capabilities in creating sustainable competitive advantages for MSMEs.

Keywords: Digital marketing, e-commerce, financial technology, MSME income.


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