Penerapan QRIS dan Strategi Pemasaran Online pada UMKM Dapur Mak Nafatta Desa Tlogowungu, Kabupaten Pati
DOI:
https://doi.org/10.51903/eh04xa03Keywords:
QRIS, online marketing, MSMEs, digitalizationAbstract
This study aims to analyze the effect of QRIS implementation and online marketing strategies on the performance of the Dapur Mak Nafatta MSME in Tlogowungu Village, Pati Regency. The research method employed is a quantitative approach utilizing a survey method. The research sample consists of 50 respondents who are consumers of the MSME, selected using a purposive sampling technique. Data were collected through a Likert scale questionnaire and analyzed using multiple linear regression. The results indicate that both QRIS implementation and online marketing have a positive and significant effect on increasing turnover and the number of transactions. The research findings (novelty) demonstrate that the integration of digital payments and online marketing can enhance transaction efficiency and expand the market reach of MSMEs. The study concludes that business digitalization exerts a significant impact on improving MSME performance, despite persisting limitations in digital literacy.
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