HUBUNGAN ANTARA STRATEGI PEMASARAN DIGITAL DAN PERTUMBUHAN PENDAPATAN UMKM DI JAWA TIMUR

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play a crucial role in Indonesia's economy, contributing significantly to the Gross Domestic Product (GDP) and job creation. However, in the digital era, many MSMEs face challenges in adopting effective digital marketing strategies. This study aims to analyze the relationship between digital marketing strategies and MSME revenue growth in East Java. A quantitative approach was employed, using a survey method involving 139 MSME entrepreneurs. Data were collected through structured questionnaires and analyzed using multiple linear regression to determine the impact of digital marketing elements, such as social media, search engine optimization (SEO), and paid advertising, on MSME revenue growth in East Java. The findings reveal that digital marketing strategies have a positive and significant impact on MSME revenue growth (p < 0.05). Social media emerged as the most dominant factor in driving revenue growth, followed by SEO and paid advertising. The discussion highlights that MSME entrepreneurs in East Java who actively utilize social media tend to achieve a broader market reach and enhanced customer loyalty. The study concludes that the effective adoption of digital marketing strategies can enhance MSME competitiveness in the digital era. This study recommends improving digital literacy among MSME entrepreneurs in East Java through intensive training and mentoring programs to optimize the use of digital platforms. By doing so, MSMEs can leverage digital technology to support sustainable growth.