Article Per Year (5 Year)
p-Index From 2019 - 2024
1.288
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi dan Pendidikan Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan Jurnal Ekonomi dan Bisnis Dinamika Ekonomi - Jurnal Ekonomi dan Bisnis JURISMA: Jurnal Riset Bisnis & Manajemen Ecces: Economics, Social, and Development Studies ANALISIS
Virgiana Nugransih Siwi
Universitas Kristen Satya Wacana
Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Social Sciences Other

Published : 7 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : JURISMA: Jurnal Riset Bisnis

 1 
Digital Marketing Utilization Determinants: Study on MSEs in Salatiga City Sotya Fevriera; Birgitta Dian Saraswati; Dhian Adhitya; Virgiana Nugransih Siwi; Yustinus Wahyudi*
JURISMA : Jurnal Riset Bisnis & Manajemen Vol 13 No 2: Oktober 2023
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 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
Co-Authors Birgitta Dian Saraswati Dhian Adhitya Fajar Setiawan Lia Muntafiah Lidia Cahya Wuriati Nadia Marettania Sefira Archintia Sotya Fevriera Yustinus Wahyudi Yustinus Wahyudi