Analysis of the Influence of Digital Literacy and Digital Skills on Marketing Strategy of MSMEs in the Solo Raya Region
- 10.2991/aebmr.k.220602.031How to use a DOI?
- Digital Literacy; Digital Skill; Digital Marketing; Marketing Strategy
This study examines several factors that affect the marketing strategy. The independent variables in this study are digital literacy and digital skills and the dependent variable is the Marketing strategy. This study used a quantitative method with an explanatory research approach to analyze the data. Exploratory research is one of the research approaches used to investigate certain aspect that is of interest, which is not yet known, understood, or recognized. The data in this study were collected by distributing questionnaires. The data obtained were processed using the SmartPLS application. The sample used in this study amounted to 120 respondents. The results of this study show that the analysis results of the influence of digital literacy on a marketing strategy are positive and significant, as evidenced by the results of the hypothesis testing of digital literacy on marketing strategy which is greater than t-table (1.967) which is 4.811 with a large influence of 0.517 and P-value < 0.05 is 0.000. This research also shows that the effect of digital skills on marketing strategy is positive and significant. It is also proven by digital skill on the marketing strategy which is greater than the t-table (1.967) which is 3.039 with a large influence of 0.333 and P-value > 0.05 of 0.002. This research is the first to examine the effect of digital literacy and digital skills on marketing strategy.
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
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Cite this article
TY - CONF AU - Intan Widia Puro AU - Kussudyarsana AU - Sholahuddin AU - Nur Achmad. PY - 2022 DA - 2022/06/13 TI - Analysis of the Influence of Digital Literacy and Digital Skills on Marketing Strategy of MSMEs in the Solo Raya Region BT - Proceedings of the International Conference on Economics and Business Studies (ICOEBS 2022) PB - Atlantis Press SP - 237 EP - 246 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220602.031 DO - 10.2991/aebmr.k.220602.031 ID - Puro2022 ER -