Pengaruh Digital Marketing, Literasi Keuangan, dan Inklusi Keuangan terhadap Peningkatan Kinerja UMKM (Studi Kasus pada UMKM Mitra Mandiri Brebes)

Abstract

This study aims to determine the influence of digital marketing, financial literacy, and financial inclusion on improving the performance of Mitra Mandiri Brebes MSMEs. This study uses a quantitative descriptive approach and the type of research is an empirical study supported by a survey. The method used in this study is a correlational research method, which is a study that aims to determine whether there is an association between two or more variables, as well as how far the correlation exists between the variables studied. The population in this study is all Mitra Mandiri MSME actors in Brebes Regency totaling 108 people. The sampling technique in this study uses saturated sampling. The data used is primary data in the form of a questionnaire instrument. Data analysis technique with multiple regression analysis. The results of the study obtained a t-value of digital marketing (X1) > t table (4,711 > 1.98304) and a significance value (Sig) of the digital marketing variable (X1) of 0.000 < a Sig. value of 0.05, which means that there is a positive and significant influence of digital marketing variables on the performance of Mitra Mandiri MSMEs; the t-value of financial literacy (X2) > t table (4,711 > 1.98304) and the significance value (Sig) of the Financial Literacy variable (X2) of 0.000 < Sig. value of 0.05, which means that there is an influence positive and significant financial literacy variables on the Performance of Mitra Mandiri MSMEs; the t-value of the financial inclusion calculation (X3) > t table (4,065 > 1.98304) and the significance value (Sig) of the financial inclusion variable (X3) of 0.000 < the Sig. value of 0.05, which means that there is a positive and significant influence of the financial inclusion variable (X3) on the performance of Mitra Mandiri MSMEs; and the F value is calculated as 37,271 > 2.30, which means that digital marketing, financial literacy, and financial inclusion together affect the performance of Mitra Mandiri MSMEs in Brebes Regency. The ability of digital marketing, financial literacy, and financial inclusion variables simultaneously in this study affected the performance of Mitra Mandiri MSMEs in Brebes Regency by 50.40%, while the remaining 49.60% was explained by other variables.