PENGARUH LITERASI DIGITAL, DIGITAL MARKETING DAN INOVASI PRODUK TERHADAP KINERJA UMKM DI KABUPATEN PONOROGO

The Influence of Digital Literacy, Digital Marketing, and Product Innovation on the Performance of MSMEs in Ponorogo Regency.
Intan Lailatul Mahmmudah, Heri Wijayanto, Hadi Sumarsono
Management Study Program, Faculty of Economics, Muhammadiyah University of Ponorogo
Micro, small, and medium enterprises (MSMEs) are a crucial component in supporting the country's economic growth and development. In Indonesia, MSMEs are a key driver of the national economy. MSMEs have the potential to drive fairer and more equitable economic growth. This study aims to analyze the influence of Digital Literacy, Digital Marketing, and Product Innovation on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Ponorogo Regency. This quantitative study targeted MSMEs in Ponorogo Regency. The sample size was 98, selected using area cluster sampling. The survey method involved collecting data through questionnaires distributed to MSMEs in Ponorogo Regency. The data was then processed using SPSS. The results show that digital literacy, digital marketing, and product innovation significantly influence the performance of MSMEs in Ponorogo Regency. Therefore, this study is expected to serve as a reference for MSMEs to continue growing in the digital era.
Keywords: Digital Literacy, Digital Marketing, Product Innovation, MSME Performance