Analysis of the Influence of Digital Literacy and Digital Skills on Marketing Strategy of MSMEs in the Solo Raya Region

DOI

10.2991/aebmr.k.220602.031How to use a DOI?

Keywords

Digital Literacy; Digital Skill; Digital Marketing; Marketing Strategy

Abstract

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.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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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  -