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All Journal Journal of Islamic Economics and Finance
Filastri Filastri
Sekolah Tinggi Ilmu Ekonomi Yapis
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Intensitas Penggunaan Media Sosial dan Literasi Digital terhadap Kinerja Pemasaran UMKM di Kabupaten Dompu Filastri Filastri; M.Ikhwan Mansyuri; Desi Rubiyanti
Journal of Islamic Economics and Finance Vol. 4 No. 3 (2026): Agustus: Journal of Islamic Economics and Finance
Publisher : STIKes Ibnu Sina Ajibarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59841/jureksi.v4i3.4290

Abstract

This study aims to analyze the influence of social media usage intensity and digital literacy on the marketing performance of MSMEs in Dompu Regency. Using a quantitative approach, this study involved 100 active MSME operators selected using a purposive sampling technique based on Lemeshow’s formula. Primary data were collected through a 1–5 Likert-scale questionnaire distributed both online and offline. Data analysis was conducted using multiple linear regression after undergoing validity and reliability tests as well as classical assumption tests, followed by t-tests, F-tests, and analysis of the coefficient of determination. The results indicate that the intensity of social media use and digital literacy—both individually and collectively—have a positive and significant effect on the marketing performance of MSMEs in Dompu Regency. These findings also identified digital literacy as the most dominant factor in boosting business marketing performance. This demonstrates that technical skills in analyzing markets and managing digital platforms can maximize the effectiveness of social media promotions in a precise, efficient, and sustainable manner. These findings underscore the importance of improving digital skills for local business owners in expanding their market reach and enhancing business competitiveness in the digital economy era.
Co-Authors Desi Rubiyanti M.Ikhwan Mansyuri