Digital Marketing to Increase MSMEs Performance

Abstract

MSMEs, which contribute over 60.5% of Indonesia’s GDP and employ 97% of its workforce, must adopt digital marketing to enhance performance and remain competitive amid shifting consumer behavior in the digital era. This study aims to examine the impact of digital marketing on the performance of MSMEs, particularly in the printing industry. This quantitative research uses primary data obtained from 64 respondents via in-person surveys. This sample size was established using Hair's theory, which states that the number of questions asked by the questioner multiplied by five should be used to calculate sample size when the population size is unknown. This indicates that although 70 respondents were expected for this study, only 64 completed the questionnaire. The respondents are Makassar-based printing MSME owners who were chosen based on their usage of digital marketing by small and medium-sized businesses to sell their goods. A straightforward regression analysis was used to verify the theory. The study's findings demonstrate that the application of digital marketing has a positive and significant influence on the business performance of MSMEs in the printing sector.