Pengaruh Literasi Digital Dan Kepercayaan Terhadap Peningkatan Penjualan Melalui Digital Payment Pada UMKM Di Bendungan Selorejo

Abstract

Abstract

Digital transformation has accelerated the adoption of digital payment systems among Micro, Small, and Medium Enterprises (MSMEs), creating opportunities to improve business performance. This study aims to examine the effects of digital literacy and trust on sales growth through the mediating role of digital payment among MSMEs in the Bendungan Selorejo area. A quantitative explanatory approach was employed using data collected from 60 MSME owners selected through purposive sampling. The data were analyzed using multiple regression and Sobel mediation analysis. The results show that digital literacy significantly promotes digital payment adoption, whereas trust has no significant effect. In addition, digital payment positively influences sales growth and mediates the relationship between digital literacy and sales growth but does not mediate the relationship between trust and sales growth. These findings highlight the importance of strengthening MSMEs' digital literacy to encourage digital payment adoption and improve sales performance, thereby supporting sustainable digital transformation.

Keywords : Digital Literacy, Trust, Digital Payment, Sales Growth, Micro, Small, and Medium Enterprises (MSMEs)