Digital Technology and MSME Product Maximization (A Comprehensive Quantitative Study)
Keywords:
Digital Technology, Digital Marketing, MSMEs, Sales Growth, PLS-SEMAbstract
The rapid evolution of digital technology has profoundly reshaped business strategies, especially within the Micro, Small, and Medium Enterprises (MSMEs) sector. This study explores the impact of digital marketing on enhancing product performance, customer satisfaction, and sales growth among MSMEs. A quantitative descriptive method was employed, involving 30 respondents selected through accidental sampling. Data were collected using structured questionnaires measured on a Likert scale and analyzed using Partial Least Squares (PLS) via Smart-PLS software. The findings reveal digital marketing directly influences product image and indirectly drives sales growth through the mediating effects of product image and customer satisfaction. All constructs in the model exhibit strong validity and reliability, as evidenced by outer loadings, AVE, composite reliability, and discriminant validity analyses. Additionally, the model demonstrates good predictive relevance and acceptable fit indices. These findings highlight the strategic importance of digital marketing in enhancing MSMEs competitiveness and sustaining business performance. Practical implications suggest that MSMEs should leverage digital tools to build product image and strengthen customer engagement as a pathway to increased business growth.
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