DARI KAPABILITAS SUMBER DAYA MANUSIA HINGGA DAYA SAING DIGITAL: PERAN LITERASI EKONOMI, LITERASI KEUANGAN, DAN KAPABILITAS PEMASARAN DIGITAL DALAM KINERJA UMKM
Keywords:
Economic Literacy; Financial Literacy; Digital Marketing Capability; MSME PerformanceAbstract
This study examines the effects of economic literacy, financial literacy, and digital marketing capability on the performance of micro, small, and medium enterprises (MSMEs) in Mataram City, West Nusa Tenggara, Indonesia. A quantitative explanatory approach was employed using a survey of 394 MSME owners and operators. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS version 25. The results indicate that economic literacy has a positive and significant effect on MSME performance (β = 0.296; p < 0.001). Financial literacy also demonstrates a positive and significant effect (B = 0.276; p < 0.001), as does digital marketing capability (β = 0.464; p < 0.001). Among the three independent variables, digital marketing capability has the highest standardized beta coefficient (β = 0.491), indicating the strongest relative contribution to the model. Furthermore, the three variables jointly have a significant effect on MSME performance (F = 175.277; p < 0.001), with a coefficient of determination (R²) of 0.574. This indicates that economic literacy, financial literacy, and digital marketing capability explain 57.4% of the variation in MSME performance. These findings highlight the importance of an integrated approach to MSME capacity development that encompasses economic understanding, financial management, and the effective use of digital technologies in marketing activities. Strengthening these capabilities is essential for improving business performance and competitiveness amid the evolving digital business environment.
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