Skripsi

DAMPAK DIGITAL MARKETING TERHADAP KINERJA UMKM DI PALEMBANG

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Penilaian

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This research aims to determine the impact of digital marketing on the performance of MSMEs in Palembang, specifically in one of the shopping centers, Palembang Indah Mall (PIM). The sample in this study were 91 SMESs, who were obtained through a sampling technique using the simple random samping method. The data collection method uses questionnaires distributes to MSME and the data is processed using Structural Equation Modeling (SEM). The result of the study show that digital literacy does not have a significant positive impact on the performance of MSMEs. However, e-commerce and digital support facilities have a significant positive impact on the performance of MSMEs. Meanwhile, the effectiveness of digital marketing can mediate the relationship between digital literacy and MSME performance. Then the effectiveness of digital marketing can also mediate the relationship between e-commerce and MSME performance. And the effectiveness of digital marketing can mediate the relationship between supporting mediate the relationship between supporting facilities and MSME performance. The effectiveness of digital marketing has a positive and significant impact on the performance of MSMEs.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507005267	T182085	T1820852025	Central Library (References)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1820852025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xvii, 64 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Manajemen

Specific Detail Info

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Statement of Responsibility

KA

Other version/related

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