Digital Marketing Utilization Determinants: Study on MSEs in Salatiga City

  • Sotya Fevriera Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Birgitta Dian Saraswati Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Dhian Adhitya Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Virgiana Nugransih Siwi Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Yustinus Wahyudi* Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
DOI: https://doi.org/10.34010/jurisma.v13i2.10988

Abstract

This research aims to identify the factors influencing the use of digital marketing by Micro, Small, and Medium Enterprises (MSMEs) and to examine the factors affecting the preference for digital marketing usage by MSMEs in the city of Salatiga. The research sample consists of 135 business units representing MSMEs in Salatiga. Data analysis techniques involve descriptive statistical analysis, qualitative analysis, binomial and multinomial logistic regression. The research findings provide evidence of the implementation of the UTAUT theory, particularly concerning performance expectations and facilitating conditions, significantly influencing the probability of digital marketing usage and the marketing of business products. Surprisingly, acceptance as part of performance expectations has a negative impact on digital marketing usage, especially on social media platforms. Furthermore, digital marketing proves to be of paramount importance for MSMEs looking to expand their businesses.

Keywords: MSMEs; Digital Marketing; Covid-19; UTAUT Theory; Logistic Regression

Published
2023-10-19
How to Cite
Fevriera, S., Saraswati, B., Adhitya, D., Siwi, V., & Wahyudi*, Y. (2023). Digital Marketing Utilization Determinants: Study on MSEs in Salatiga City. JURISMA : Jurnal Riset Bisnis & Manajemen, 13(2), 145-162. https://doi.org/10.34010/jurisma.v13i2.10988
Issue
Vol 13 No 2: Oktober 2023
Section
Articles