PENGARUH DIGITAL MARKETING, MARKETING ABILITY, DAN KOMPETEN MARKETING TERHADAP MARKETING PERFORMANCE PADA PELAKU UMKM

Abstract

The development of digital technology has brought major changes to marketing activities, especially for Micro, Small, and Medium Enterprises (MSMEs). The use of digital marketing has become one of the most widely used strategies to increase market reach and promotional effectiveness. In addition to technological factors, marketing ability and marketing competence are also important aspects that influence the success of marketing performance. This study aims to determine the effect of digital marketing, marketing ability, and marketing competence on marketing performance among MSME players.This study uses a quantitative approach with a survey method through the distribution of questionnaires to MSME players. The research instrument uses a 1–5 Likert scale and is analyzed using multiple linear regression. The variables studied consist of digital marketing (X₁), marketing ability (X₂), marketing competence (X₃), and marketing performance (Y). The validity and reliability tests show that the instruments are suitable for use. The results of the classical assumption test show that the data meet the criteria of normality, there is no multicollinearity, and it is free of heteroscedasticity.The results showed that digital marketing had a positive and significant effect on marketing performance. Marketing ability also had a significant effect, meaning that MSME players with good marketing abilities tended to have better marketing performance.