Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal COUNT: Journal of Accounting, Business and Management
Lusy Dwi Aprilliani
Program Studi Manajemen, Universitas Sains dan Tekonologi Komputer Kendal
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
STRATEGY FOR UTILIZING DIGITALIZATION TECHNOLOGY AND INNOVATION IN DRIVING SALES GROWTH OF CULINARY MSMES IN KENDAL REGENCY Lusy Dwi Aprilliani; Dewi Widyaningsih; Myra Andriana
Count : Journal of Accounting, Business and Management Vol. 4 No. 2 (2026): COUNT: Journal of Accounting, Business and Management
Publisher : CV. Fahr Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61677/count.v4i2.1059

Abstract

By combining the Technology Acceptance Model and the Diffusion of Innovation Theory, this study seeks to investigate how digital marketing, food delivery apps, digital payments, and product innovation affect the sales growth of culinary MSMEs in Kendal Regency. A quantitative approach was employed, utilizing valid data obtained from 100 culinary MSME operators via online questionnaires. IBM SPSS 25 was utilized to analyze the data using multiple linear regression. The findings show that each of the following variables significantly increases sales growth: food delivery apps (2.119), digital payments (2.996), innovation (3.409), and digital marketing (t-value 2.792). These four factors have a substantial impact at the same time, accounting for 58.4% of the growth in sales. The study implies that culinary MSME operators in Kendal Regency need to integrate digital marketing, food delivery applications, digital payments, and product innovation into a unified business strategy. Recommendations include maximizing WhatsApp for promotion and communication, utilizing ShopeeFood to expand order reach, maintaining QRIS for easy, fast, and efficient transactions, and prioritizing product innovation through menu variant development, quality improvement, packaging updates, and service tailored to consumer needs.
Co-Authors Dewi Widyaningsih Myra Andriana