Pengaruh Digital Marketing, Inovasi Produk Dan Etika Bisnis Islam Terhadap Pendapatan Usaha Mikro Kecil dan Menengah (UMKM) Studi Pada Kecamatan Paal Merah Kota Jambi
Abstract
This study aims to analyze the influence of digital marketing, product innovation, and Islamic business ethics on the revenue of Micro, Small, and Medium Enterprises (MSMEs) in the Paal Merah District, Jambi City. The study employs a quantitative approach with an associative research design. Data were collected through questionnaires distributed to 95 owners or managers of MSMEs in the culinary sector. Data analysis was conducted using multiple linear regression with the aid of SPSS software, incorporating partial and simultaneous hypothesis testing, as well as an analysis of the coefficient of determination. The results indicate that digital marketing has a positive and significant impact on MSME revenue, with a t-statistic of 7.863 and a significance level of 0.000. Islamic business ethics also exert a positive and significant influence, with a t-statistic of 4.172 and a significance level of 0.000. Simultaneously, digital marketing, product innovation, and Islamic business ethics significantly affect MSME revenue, with an F-statistic of 31.619 and a significance level of 0.000. An adjusted R-square value of 0.494 suggests that these three variables account for 49.4% of the variation in MSME revenue, while the remaining 50.6% is explained by factors outside the research model. This study underscores the importance of integrating digital marketing, product development, and the application of Islamic business ethics into MSME management strategies.
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