Pengaruh penerapan digital marketing dan endorsement terhadap pendapatan Usaha Mikro Kecil dan Menengah (UMKM) kuliner di Kota Kendari

Abstrak

The development of digital technology has encouraged changes in marketing strategies among Micro, Small, and Medium Enterprises (MSMEs), particularly in the culinary sector. This study aims to analyze the effect of digital marketing implementation and endorsement on the income of culinary MSMEs in Kendari City. A quantitative approach with a survey method was applied to culinary MSME actors. Data were analyzed using multiple linear regression. The results indicate that digital marketing and endorsement have a positive and significant effect on MSME income, both partially and simultaneously.

Kata kunci

• Digital Marketing
• Income
• culinary MSMEs
• endorsement