Proceedings of the 3rd Universitas Lampung International Conference on Social Sciences (ULICoSS 2022)

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Rational Choice Theory as a Concept for Optimizing Financial Software Empowerment and Digital Marketing for MSMEs in Bandar Lampung City

Authors
Lego Waspodo1, *, Kiagus Andi1, Nurul Riski Yanti1
1Economics Department, Lampung University, Bandar Lampung, Lampung, Indonesia
*Corresponding author. Email: lego.waspodo@feb.unila.ac.id
Corresponding Author
Lego Waspodo
Available Online 2 May 2023.
DOI
10.2991/978-2-38476-046-6_16How to use a DOI?
Keywords
Rational Choice Theory; financial software; digital marketing; MSMEs
Abstract

The new normal era is expected to be able to provide positive energy for the development of MSMEs in Indonesia. MSMEs actors must be able to prepare mature strategies and techniques to face the demands of change due to the impact of the COVID-19 pandemic. One of the optimal steps that can boost the existence of MSMEs is the empowerment of financial software and the use of digital marketing. The long-term goal of this research is to enrich the development of science, in particular to examine Rational Choice Theory as the dominant factor influencing the intentions of MSME actors in optimizing the empowerment of financial software and digital marketing for MSMEs. Data collection in this study was carried out by distributing questionnaires through online media to MSME actors in Bandar Lampung City who were respondents and a direct approach to MSMEs related to the use of financial software and digital marketing. Sampling technique in this study using purposive sampling technique. Meanwhile, for data analysis using Statistical Product and Service Solution (SPSS) version 22.0. The results of the study prove that Rational Choice Theory as the dominant factor influencing the intentions of MSMEs actors in optimizing the empowerment of financial software and digital marketing for MSMEs.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd Universitas Lampung International Conference on Social Sciences (ULICoSS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
2 May 2023
ISBN
10.2991/978-2-38476-046-6_16
ISSN
2352-5398
DOI
10.2991/978-2-38476-046-6_16How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Lego Waspodo
AU  - Kiagus Andi
AU  - Nurul Riski Yanti
PY  - 2023
DA  - 2023/05/02
TI  - Rational Choice Theory as a Concept for Optimizing Financial Software Empowerment and Digital Marketing for MSMEs in Bandar Lampung City
BT  - Proceedings of the 3rd Universitas Lampung International Conference on Social Sciences (ULICoSS 2022)
PB  - Atlantis Press
SP  - 153
EP  - 163
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-046-6_16
DO  - 10.2991/978-2-38476-046-6_16
ID  - Waspodo2023
ER  -