Pengaruh Digital Marketing Dan Inovasi Produk Terhadap Kualitas Pendapatan Umkm

Abstract

This study aims to analyze the effect of digital marketing and product innovation on the income quality of Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector of Central Aceh Regency, both partially and simultaneously. The study used a quantitative method with a population of all culinary MSME actors located at Sanggamara Field, Tugu Aman Dimot City Park, and Inen Mayak Teri City Park. The sample was determined using the Slovin formula with a 10% margin of error, resulting in 81 respondents selected through purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS. The results show that digital marketing has a positive and significant effect on income quality (regression coefficient 0.250; sig 0.016), and product innovation also has a positive and significant effect (regression coefficient 0.461; sig 0.000). Simultaneously, both variables significantly affect MSME income quality with an R Square value of 0.267, meaning that 26.7% of the variation in income quality is explained by digital marketing and product innovation, while the remaining 73.3% is influenced by other variables outside this study. This study recommends that MSME actors optimize digital marketing and continuously innovate their products to achieve stable, sustainable income quality that is consistent with Islamic economic principles