Pengaruh Literasi Digital Dan Digital Skill Terhadap Resiliensi Umkm Dengan Strategi Pemasaran Sebagai Variabel Intervening (Kasus Pada UMKM di Solo Raya)

Puro, Intan Widia and , Kussudyarsana, S.E., M.Si., Ph.D. (2022) Pengaruh Literasi Digital Dan Digital Skill Terhadap Resiliensi Umkm Dengan Strategi Pemasaran Sebagai Variabel Intervening (Kasus Pada UMKM di Solo Raya). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the effect of Digital Literacy and Digital skill on MSME Resilience with Marketing Strategy as an Intervening variable (Case Study on MSMEs in Soloraya). This study uses quantitative methods with an explanatory research approach to analyze the data. Exploratory research is a research approach that is used to examine something that is of interest, that is not yet known, not understood, or is not well recognized. The data collection technique used in this research is the distribution of questionnaires. The data obtained from the questionnaire will be processed using the SmartPLS 3.0 application. The sample used in this study amounted to 120 respondents. The type of data used in this research is primary data. The results in this study indicate that the results of the analysis of the influence of Digital Literacy have a positive and significant effect on MSME resilience. Digital Literacy has a positive and significant effect on Marketing Strategy. Digital skill has a positive and significant effect on marketing strategy. Digital skill has a positive and insignificant effect on MSME resilience. Marketing strategy has a positive and significant effect on MSME resilience. Marketing strategy has a positive and significant effect in mediating Digital Literacy on MSME Resilience. Marketing Strategy has a positive and significant effect in mediating Digital skill on MSME Resilience. This study is the first study to examine the effect of digital literacy and digital skills on MSME resilience mediated by marketing strategies.

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Digital Literacy, Digital skills, Digital marketing, Marketing Strategy
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: INTAN WIDIA PURO
Date Deposited: 26 Jul 2022 03:21
Last Modified: 26 Jul 2022 03:21
URI: http://eprints.ums.ac.id/id/eprint/101909

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