Pengaruh Akses Permodalan, Manajemen Keuangan, dan Strategi Pemasaran Digital Terhadap Pertumbuhan UMKM di Era Digital (Studi Kasus di Desa Terara)
DOI:
https://doi.org/10.61231/70ewk550Keywords:
Access to Capital; Financial Management; Digital Marketing Strategies; MSME Growth in The Digital EraAbstract
This study aims to analyze the effects of access to capital, financial management, and digital marketing strategies on the growth of MSMEs in the digital era, both partially and simultaneously. This study employed a quantitative approach using a survey method. The research was conducted in Terara Village, East Lombok Regency, involving 50 MSME owners as research respondents. Data were collected through questionnaire distribution. The data were analyzed using descriptive statistical analysis, validity tests, reliability tests, classical assumption tests, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that, partially, access to capital and financial management have no significant effect on the growth of MSMEs in the digital era. In contrast, digital marketing strategies have a positive and significant effect on the growth of MSMEs in the digital era. Simultaneously, access to capital, financial management, and digital marketing strategies have a significant effect on the growth of MSMEs in the digital era. These findings suggest that digital marketing strategies are the most influential factor contributing to the growth of MSMEs in Terara Village in the digital era.
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