DETERMINAN KINERJA PELAKU USAHA MIKRO KECIL MENENGAH (UMKM) DI KABUPATEN BANTUL

Muhammad Fathul Ilmi Al-Hanif, NIM.: 20108030003 (2024) DETERMINAN KINERJA PELAKU USAHA MIKRO KECIL MENENGAH (UMKM) DI KABUPATEN BANTUL. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The limited knowledge related to digital marketing experienced by MSMEs in Bantul Regency means that the sales methods used are still offline-based, so their marketing reach is very limited. Apart from that, the problems also experienced by MSMEs in Bantul Regency, namely the lack of knowledge and understanding regarding financial literacy, financial inclusion and financial management, have implications for insignificant business development and the opportunity to experience large losses. This research aims to determine the influence of digital marketing, financial literacy, financial inclusion, and financial management on the performance of MSMEs in Bantul Regency. This research was conducted using a quantitative approach. Data obtained through interviews and questionnaire distribution using a sampling technique, namely purposive sampling. The data analysis technique used in this research is Partial Least Square SEM (PLS-SEM). The results of this research can be concluded that digital marketing, financial literacy, and financial management influence the performance of MSMEs in Bantul Regency positively and significantly. Meanwhile, financial inclusion has a positive but not significant effect on the performance of MSMEs in Bantul Regency.

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