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All Journal Proceeding of The International Conference on Economics, Accounting, and Taxation
Muhammad Erfan
Institut Teknologi Bisnis AAS Indonesia

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The Effect of Digital Marketing and Green Innovation on MSME Business Performance in Surakarta Fany Nur Zabrina; Muhammad Erfan; Maya Evrilia Putri; Zia Isma Kurniawan; Iin Emy Prastiwi
Proceeding of the International Conference on Economics, Accounting, and Taxation Vol. 3 No. 1 (2026): Proceeding of the International Conference on Economics, Accounting, and Taxati
Publisher : Asosiasi Riset Ekonomi dan Akuntansi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/iceat.v3i1.289

Abstract

This study aims to analyze the effect of Digital Marketing and Green Innovation on the performance of MSMEs in Surakarta. This study uses a quantitative approach, with data collected through questionnaires distributed to MSME owners in Surakarta. Data analysis was conducted using multiple linear regression with the assistance of SPSS. The results show that Digital Marketing has a significant effect on MSME Performance, with a significance value of 0.001 < 0.05. In addition, Green Innovation also has a significant effect on MSME Performance, with a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.676 indicates that Digital Marketing and Green Innovation explain 67.6% of the variation in MSME Performance, while the remaining 32.4% is explained by other factors outside the research model. Therefore, increasing the utilization of Digital Marketing and implementing Green Innovation can serve as important strategies for MSMEs to improve their performance, competitiveness, and business sustainability.
Co-Authors Fany Nur Zabrina Iin Emy Prastiwi Maya Evrilia Putri Zia Isma Kurniawan