Kontribusi Strategi Digital Marketing dan Layanan Digital terhadap Efektivitas UMKM Rumah Makan Fajwa Bangkinang

Dedi Kurnia; Rahmad Akbar

doi:10.59061/masip.v3i2.1009

Authors

Dedi Kurnia Institut Teknologi dan Bisnis Master
Rahmad Akbar Politeknik Kampar

DOI:

https://doi.org/10.59061/masip.v3i2.1009

Keywords:

Digital Marketing Strategy, Digital Services, MSME Effectiveness, Rumah Makan Fajwa, Bangkinang

Abstract

This study was conducted to evaluate the extent to which digital marketing strategies and digital services contribute to improving the operational effectiveness of Micro, Small, and Medium Enterprises (MSMEs), particularly at Rumah Makan Fajwa located in Bangkinang. The research employed a quantitative approach, using data collection techniques through the distribution of questionnaires to selected respondents. To ensure data accuracy, quality tests were carried out, including validity tests, reliability tests, and classical assumption tests such as normality tests, heteroscedasticity tests, and multicollinearity tests. The data obtained were analyzed using descriptive and inferential analysis methods, which included multiple linear regression, t-tests to examine partial effects, F-tests to determine simultaneous effects, and the coefficient of determination to assess the contribution of independent variables to the dependent variable. The results of the analysis show that the implementation of digital marketing strategies significantly enhances the operational effectiveness of the MSME, Rumah Makan Fajwa. Similarly, the use of digital services has a notable impact in supporting the smoothness and efficiency of business operations. Overall, both digital marketing strategies and digital services jointly provide a significant positive contribution to the effectiveness of this MSME's business operations.

References

Akbar, R., Winanda, T. Y., Rahmayani, M., Yetti, D., & Yelmi, H. (2022). Analisa pemanfaatan digital marketing dalam meningkatkan penjualan UMKM di Kabupaten Kampar. Jurnal Sains dan Ilmu Terapan, 5(2), 47–54. https://doi.org/10.59061/jsit.v5i2.77

Aliyah, A. H. (2022). Peran usaha mikro kecil dan menengah (UMKM) untuk meningkatkan kesejahteraan masyarakat. Welfare: Jurnal Ilmu Ekonomi, 3(1), 64–72. https://doi.org/10.37058/wlfr.v3i1.4719

Arumsari, N. R., Lailyah, N., & Rahayu, T. (2022). Peran digital marketing dalam upaya pengembangan UMKM berbasis teknologi di Kelurahan Plamongansari Semarang. SEMAR (Jurnal Ilmu Pengetahuan, Teknologi, dan Seni Bagi Masyarakat), 11(1), 92. https://doi.org/10.20961/semar.v11i1.57610

Puspita, A., Finanta, D., Rayani, C., & Sinulingga, I. (2025). Peran teknologi digital dalam meningkatkan efesiensi transaksi e-commerce Shopee. [Nama jurnal tidak dicantumkan], 3(1), 105–115.

Suryaningrum, K., Pangkey, M., & Kiyai, B. (2015). Efektivitas pelaksanaan program pengembangan usaha mikro kecil dan menengah (UMKM): Suatu studi di Dinas Koperasi, Usaha Mikro, Kecil, dan Menengah Kota Manado. Jurnal Administrasi Publik, 2, 1–15.

Tia, M. A., Mitan, W., & Lamawitak, P. L. (2024). Analisis efektivitas peranan strategis Dinas Koperasi dan UKM dalam upaya pelaksanaan program pengembangan UMKM di Kabupaten Sikka. [Nama jurnal tidak dicantumkan], 4, [tanpa nomor halaman].

Viddiastuti, E. A. N., & Winowatan, J. P. A. (2024). Penerapan digital marketing dalam meningkatkan penjualan produk Fabil Natural. Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis, 2(2), 160–173. https://doi.org/10.61132/manuhara.v2i2.760

Yetti, D., & Akbar, R. (2022). Strategi mengembangkan usaha mikro, kecil, menengah (UMKM) di Kecamatan Bangkinang Kota dan Salo. Jurnal Sains dan Ilmu Terapan, 5(1), 31–39. https://doi.org/10.59061/jsit.v5i1.73