Pengaruh Penggunaan Digital Marketing dan Orientasi Kewirausahaan terhadap Kinerja UMKM

Authors

  • Hamida Safitri Universitas Andalas , Indonesia
  • Yana Malinda Universitas Andalas , Indonesia
  • Trisa Dwifa Putri Universitas Andalas , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.7828

Keywords:

Digital Marketing, Orientasi Kewirausahaan, Kinerja UMKM

Abstract

Pertumbuhan jumlah UMKM di Indonesia selalu bertambah tiap tahunnya. Semakin banyaknya jumlah UMKM akan membuat semakin banyaknya persaingan sehingga wirausahawan perlu untuk terus berinovasi dalam meinghadapi peirsaingan bisnis. Peinggunaan Digital Markeiting meinjadi salah satu inovasi yang beirkeimbang di lingkungan masyarakat dan teilah meinjadi faktor yang sangat peinting bagi usaha untuk dapat meimpeirluaskan wilayah usaha, meiningkatkan produktivitas usaha dan meinciptakan strateigi baru dalam keigiatan markeiting. Peineilitian ini beirtujuan untuk meingeitahui peingaruh peinggunaan Digital Markeiting dan orieintasi keiwirausahaan teirhadap kineirja UMKM. Sampeil UMKM yang digunakan adalah seibanyak 100 sampeil yang dipilih deingan meinggunakan meitodei purposivei sampling. Data pada sampeil dipeiroleih deingan meinggunakan kueisioneir yang diseibar. Data diolah deingan meinggunakan analisis outeir modeil analysis dan inneir modeil analysis pada softwarei SmartPLS 4. Hasil peineilitian ini meinunjukkan bahwa peinggunaan Digital Markeiting beirpeingaruh seicara positif teirhadap kineirja UMKM dan orieintasi keiwirausahaan tidak beirpeingaruh seicara positif teirhadap kineirja UMKM.

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Published

11-07-2023

How to Cite

Safitri, H., Malinda, Y., & Putri, T. D. . (2023). Pengaruh Penggunaan Digital Marketing dan Orientasi Kewirausahaan terhadap Kinerja UMKM. Jurnal Pendidikan Tambusai, 7(2), 9378–9386. https://doi.org/10.31004/jptam.v7i2.7828

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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