PENGARUH DIGITAL MARKETING DAN INOVASI PRODUK TERHADAP PENDAPATAN UMKM DI KABUPATEN MESUJI

Abstract

This study aims to find out how the influence of Digital Marketing and Product Innovation on UMKM income (Case Study on UMKM in Simpang Pematang District, Mesuji Regency). The research method used in associative quantitative method with a survey approach. The population in this study were all UMKM in Mesuji Regency which totaled 8.620 UMKM. While the sample used was UMKM, Simpang Pematang sub-district, Mesuji Regency as many as 47 UMKM, which were UMKM in the food and beverage processing industry sector. Data collection techniques were carried out trough observation, interviews, and questionnaires. The results of the study show that there is positive and significant influence of digital marketing and product innovation on UMKM income in Simpang Pematang District mesuji Regency, namely 0,453 or 45,3% with the acquisition of Fcount > Ftable or 11.189 > 3,32 and a significance value of 0,000 < 0,05.