Rizqi, Nadhofatur and , Dr. Ir. Suranto, S.T., M.M., M.Si. (2025) Analisis Digital Marketing Dan E-Commerce Terhadap Sustainable Business Pada UMKM Bidang Kuliner (Studi Kasus: Ngemilyukk Magelang). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Marketing is a crucial aspect for the sustainability and competitiveness of business actors, including Micro, Small, and Medium Enterprises (MSMEs). One of the main challenges faced by MSMEs in marketing their products is the lack of understanding of digital marketing. This study aims to analyze the influence of digital marketing, e-commerce, and influencer marketing on business sustainability in the culinary MSME “Ngemilyukk” in Magelang. This research adopts a quantitative approach using Structural Equation Modeling (SEM) analyzed with AMOS 22 software. The research subjects are customers who made purchases at the store, with a total of 164 respondents and 45 questionnaire items. The results show that digital marketing, e-commerce, and influencer marketing significantly influence business sustainability. However, digital marketing has a positive but not significant effect on influencer marketing. Additionally, influencer marketing has a negative and insignificant effect on e-commerce. These findings indicate that the digital marketing strategies implemented by MSMEs have not been fully and optimally integrated. Therefore, MSMEs need to improve the effectiveness of their digital marketing, especially through the use of social media, to reach a broader audience and support business sustainability. This strategy can serve as an essential step in building the sustainable competitiveness of MSMEs in the digital era..
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | digital marketing, e-commerce, influencer, umkm, sem. |
| Subjects: | H Social Sciences > HC Economic Development > UMKM H Social Sciences > HD Management, Business and Labor > Management > Marketing Management T Technology > T Technology (General) T Technology > TI Industrial Engineering |
| Divisions: | Fakultas Teknik > S1 Teknik Industri |
| Depositing User: | NADHOFATUR RIZQI |
| Date Deposited: | 14 Aug 2025 03:52 |
| Last Modified: | 12 Sep 2025 02:01 |
| URI: | http://eprints.ums.ac.id/id/eprint/137716 |
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