Pengaruh Digital Marketing terhadap Peningkatan Kinerja UMKM pada Sektor Kuliner di Kecamatan Binawidya Kota Pekanbaru
DOI:
https://doi.org/10.55606/cemerlang.v6i3.9957Keywords:
Culinary MSMEs, Digital Marketing, MSME Performance, RBV, Social Media MarketingAbstract
This study aims to analyze the effect of digital marketing on the performance of Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector in Binawidya District, Pekanbaru City. The research employed a quantitative approach using a survey method. The population consisted of culinary MSMEs operating in Binawidya District, with a sample of 30 MSMEs selected through purposive sampling. Data were collected using questionnaires and analyzed using descriptive statistics, classical assumption tests, simple linear regression analysis, t-test, and coefficient of determination (R²) with the assistance of SPSS software. The results indicate that digital marketing has a positive and significant effect on MSME performance. The simple linear regression analysis shows a regression coefficient value of 0.625 with a significance value of 0.000 (< 0.05), indicating that an increase in digital marketing implementation contributes to improved MSME performance. Furthermore, the coefficient of determination (R²) value of 0.417 reveals that digital marketing explains 41.7% of the variation in MSME performance, while the remaining 58.3% is influenced by other factors outside this study. These findings support the Resource-Based View (RBV) theory, which emphasizes the importance of utilizing internal resources, including digital capabilities, to achieve competitive advantage and improve business performance
Downloads
References
Andriyaningsih. (2025). Strategi optimalisasi TikTok marketing untuk meningkatkan brand awareness produk lokal. Jurnal Pemasaran Digital, 4(1), 12-25.
Anugrah, M. D. W. I., & Oktarini, K. W. (2023). Peningkatan kinerja UMKM melalui digital marketing. 548-554.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99-120.
Caska, C., & Gimin, G. (2021). The effects of principal supervision and work motivation on teacher performance. International Journal of Educational Management, 35(3), 421-438.
Caska, C., & Indrawati, H. (2017). How to maintain sustainability of micro and small enterprises of crispy oil palm mushroom: A case study in Riau Province. Journal of Science and Technology Policy Management, 8(2), 210-232.
Caska, C., & Indrawati, H. (2019). How to maintain sustainability of micro and small enterprises of crispy oil palm mushroom: A case study in Riau Province. Journal of Science and Technology Policy Management, 10(2), 431-456.
Caska, C., Gimin, G., & Trisnawati, F. (2022). Evaluation of management information systems in improving organizational efficiency. Journal of Management Development, 41(5), 290-305.
Chatterjee, S., Chaudhuri, R., Vrontis, D., & Basile, G. (2022). Digital transformation and entrepreneurship process in SMEs of India: A moderating role of adoption of AI-CRM capability and strategic planning. Journal of Business Research, 154, Article 113287.
Elsa, D., Indrawati, H., & Caska, C. (2025). Digital transformation in SMEs: Global maps and trends of research. 53, 132-159.
Faizal Sapthiarsyah, M., & Junita, D. (2024). Pengaruh penggunaan media sosial dan pemasaran digital terhadap kinerja UMKM. Jurnal Ilmiah Ekonomi dan Bisnis, 21(2), 330-337.
Gimin, G., Caska, C., Indrawati, H., & Yasin, M. (2024). Technology innovation to improve SMEs sustainability. Journal of Science and Technology Policy Management. Advance online publication.
Hien, N. N., & Nhu, T. N. H. (2022). The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness. Cogent Business & Management, 9(1), Article 2105285.
Indrawati, H., Caska, C., & Suarman. (2020). Barriers to technological innovations of SMEs: How to solve them? International Journal of Innovation Science, 12(5), 545-564.
Indrawati, H., Caska, C., Hermita, N., Sumarno, S., & Syahza, A. (2025). Green innovation adoption of SMEs in Indonesia: What factors determine it? International Journal of Innovation Science, 17(1), 19-37.
Indrawati, H., Johan, V. S., & Riau, U. (2023). Pemberdayaan UKM jamur sawit krispi melalui inovasi pengemasan produk dan pemasaran online. 5, 1-9.
Junita, D. (2024). Pengaruh penggunaan media sosial dan pemasaran digital terhadap kinerja UMKM. Jurnal Ilmiah Ekonomi dan Bisnis, 21(2), 330-337.
Meilinda Dwi Anugrah, M (2023). Peningkatan kinerja UMKM melalui digital marketing. Jurnal Daya Saing, 9(2), 240-248.
Mudrika (2024). Pemanfaatan search engine optimization (SEO) dan media sosial sebagai strategi perluasan pasar digital UMKM kuliner. Jurnal Akuntansi dan Kewirausahaan, 11(2), 89-104.
Probohudono, A. N., Suhardjanto, D., Aligarh, F., Chayati, N., & Putra, A. A. (2025). Navigating MSMEs’ performance through innovation and digital IT capabilities in business strategy. Social Sciences & Humanities Open, 12, Article 101810.
Rauf (2021). Digital marketing: Konsep dan strategi. Penerbit Insania.
Rosyidah (2023). Analisis literasi teknologi pemasaran digital pada pelaku usaha generasi muda. Jurnal Ekonomi Kontemporer, 5(3), 112-126.
Scuotto, V., Magni, D., Theofilos, T., & Del Giudice, M. (2022). Chief digital officer and organizational creativity toward digitalization. 1-12.
Sugiyono. (2023). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Viana, V., & Caska, C. (2022). Pengaruh supervisi kepala sekolah dan motivasi kerja terhadap kinerja guru SD di Kecamatan Bangko Kabupaten Rokan Hilir. Jurnal Kaguru: Jurnal Pendidikan Negara, 6(1), 45-58.
Zafar Shidiq Al-Atsari, Z (2025). Pengaruh digital marketing dan kompetensi kewirausahaan terhadap kinerja pemasaran UMKM melalui keunggulan bersaing. Digital Business and Entrepreneurship Journal, 3(2), 119-134.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Anjar Hayuni, Caska Caska, Hardisem Syabrus
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
