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All Journal Cakrawala : Management Science Journal
Ratih Melati
Sekolah Tinggi Ilmu Ekonomi Perbankan Indonesia
Economics, Econometrics & Finance

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The Influence of Digital Marketing and QRIS Usage on MSME Revenue Growth in Padang City Ratih Melati
CAKRAWALA : Management Science Journal Vol. 3 No. 2 (2026): Cakrawala Management Science Journal - September
Publisher : Yayasan Edukasi Cakrawala Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63541/bbnmf203

Abstract

This study aims to analyze the relationship between digital marketing, the use of the Quick Response Code Indonesian Standard (QRIS), and the income of MSMEs in Padang City. The study employs a quantitative approach with an explanatory survey design. Data were collected in May 2025 via questionnaires administered to 100 MSME owners selected through purposive sampling. Respondents had utilized digital marketing for at least six months and offered QRIS as a payment method. Data were analyzed using multiple linear regression with SPSS version 20. The results indicate that digital marketing does not have a significant relationship with the income scores reported by respondents (p = 0.124), whereas QRIS usage shows a positive and significant relationship (β = 0.555; p < 0.001). Both variables are jointly significant within the regression model (p < 0.001), with an adjusted R² value of 0.536; thus, the model explains 53.6% of the variation in income scores. These findings suggest that QRIS usage has a stronger relationship with the outcomes reported by respondents than digital marketing does. Since the outcomes were measured based on perceptions within the questionnaire, the results do not reflect changes in actual revenue or indicate a causal relationship.
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