Digitalisasi Umkm: Peran Digital Marketing dan Inovasi Produk Dalam Mendorong Kinerja Penjualan Di Kecamatan Bengkalis
DOI:
https://doi.org/10.31004/riggs.v4i4.4228Keywords:
Digital Marketing, Inovasi Produk, Kinerja PenjualanAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing dan inovasi produk terhadap kinerja penjualan UMKM di Kecamatan Bengkalis. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan pengumpulan data melalui kuesioner yang disebarkan kepada pemilik atau pengelola UMKM. Data kemudian dianalisis menggunakan teknik Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS). Hasil pengujian model pengukuran menunjukkan bahwa seluruh indikator memiliki validitas konvergen dan diskriminan yang baik, ditandai dengan nilai loading factor di atas 0,70, nilai AVE yang memadai, serta reliabilitas konstruk yang kuat. Pada model struktural, digital marketing terbukti berpengaruh positif dan signifikan terhadap kinerja penjualan (path coefficient = 0,45; t = 4,12; p < 0,001), demikian pula inovasi produk (path coefficient = 0,38; t = 3,67; p < 0,001). Nilai koefisien determinasi (R²) sebesar 0,58 menunjukkan bahwa kedua variabel independen memberikan kontribusi moderat dalam menjelaskan variasi kinerja penjualan UMKM. Temuan ini mengindikasikan bahwa pemanfaatan strategi pemasaran digital yang tepat termasuk penggunaan media sosial, konten kreatif, serta promosi berbasis platform digital dapat meningkatkan daya jangkau pasar dan interaksi pelanggan. Di sisi lain, inovasi produk yang relevan dengan kebutuhan konsumen turut memperkuat daya saing dan mendorong peningkatan penjualan. Penelitian ini memberikan implikasi praktis berupa rekomendasi penguatan kemampuan digital marketing, pengembangan inovasi produk, serta pendampingan berkelanjutan bagi UMKM guna meningkatkan kinerja penjualan dan daya saing usaha lokal.
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Copyright (c) 2025 lukman Hakim, Rezi Abdurrahman, Dewi Oktayani, Sri Rahmany, Susilawati Susilawati
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