The Effect of Digital Marketing and Green Innovation on MSME Business Performance in Surakarta
DOI:
https://doi.org/10.61132/iceat.v3i1.289Keywords:
Business Sustainability, Digital Marketing, Green Innovation, MSME Performance, SurakartaAbstract
This study aims to analyze the effect of Digital Marketing and Green Innovation on the performance of MSMEs in Surakarta. This study uses a quantitative approach, with data collected through questionnaires distributed to MSME owners in Surakarta. Data analysis was conducted using multiple linear regression with the assistance of SPSS. The results show that Digital Marketing has a significant effect on MSME Performance, with a significance value of 0.001 < 0.05. In addition, Green Innovation also has a significant effect on MSME Performance, with a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.676 indicates that Digital Marketing and Green Innovation explain 67.6% of the variation in MSME Performance, while the remaining 32.4% is explained by other factors outside the research model. Therefore, increasing the utilization of Digital Marketing and implementing Green Innovation can serve as important strategies for MSMEs to improve their performance, competitiveness, and business sustainability.
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