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All Journal The Asian Journal of Technology Management (AJTM) Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal TAMBORA Societas : Jurnal Ilmu Administrasi dan Sosial Jurnal Psimawa : Diskursus Ilmu Psikologi dan Pendidikan JIIP (Jurnal Ilmiah Ilmu Pendidikan) Jurnal Bina Manajemen Community Development Journal: Jurnal Pengabdian Masyarakat Jurnal Ilmiah Raflesia Akuntansi Parta: Jurnal Pengabdian Kepada Masyarakat Indonesian Business Review Jurnal Informatika Teknologi dan Sains (Jinteks) SENTRI: Jurnal Riset Ilmiah Abdimas Indonesian Journal Benefit : Journal of Bussiness, Economics, and Finance Journal of Educational Management Research Jurnal Nusa Manajemen ABDI NUSANTARA: Jurnal Pengabdian Kepada Masyarakat Edumaspul: Jurnal Pendidikan
Cahyono, Tomy Dwi
Universitas Teknologi Sumbawa
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Pengaruh Pemasaran Digital, Kualitas Produk dan Penerapan E-Wallet terhadap Kinerja UMKM pada Car Free Night dan Car Free Day di Kabupaten Sumbawa Rose, Ladya Della; Cahyono, Tomy Dwi
SENTRI: Jurnal Riset Ilmiah Vol. 5 No. 3 (2026): SENTRI : Jurnal Riset Ilmiah, Maret 2026 (In Press)
Publisher : LPPM Institut Pendidikan Nusantara Global

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55681/sentri.v5i3.6017

Abstract

The rapid transformation of the modern economy necessitates Micro, Small, and Medium Enterprises (MSMEs) to integrate digital ecosystems and consistently enhance product value. This study aims to analyze the impact of digital marketing, product quality, and e-wallet adoption on the performance of MSMEs operating at the Car Free Day (CFD) and Car Free Night (CFN) in Sumbawa Regency. Characterized by massive crowds and limited operational hours, this unique open-market dynamic demands highly agile business strategies. Employing a quantitative survey design, primary data were collected from 100 purposively selected MSME actors and analyzed using multiple linear regression. The empirical findings reveal that the independent variables collectively explain 71.5% of the variance in business performance. Partially, digital marketing exhibits a positive and significant effect on MSME performance (t = 3.304, p = 0.001), functioning as a vital pre-event promotional bridge. Product quality emerges as the strongest and most dominant determinant (t = 3.640, p < 0.001), serving as the primary competitive advantage for customer retention. Additionally, e-wallet implementation significantly boosts operational efficiency (t = 3.000, p = 0.003) by accelerating cashless transactions during peak times. Conclusively, the synergistic integration of proactive digital marketing, stringent product quality maintenance, and cashless payment adoption is fundamentally imperative for MSMEs to maximize revenue and secure long-term market sustainability.
Co-Authors Agus Santoso Aliyah, Jannatun Apriadi Apriadi Apriadi, Apriadi Arya Rifki Salsa Bila Ayu Levia Tryana Bambang Supriadi Darmawan, Indra Eri Sasmita Susanto Erwin Mardinata Erwin Mardinata Fakhri Ramadhan Firmansyah Putra Hasri, Diah Anggeraini Hasri Irawati Irawati Irawati Ismiyarti, Wilia Jannatun Aliyah Januardha, M. Zaky Ayyasy Jihan Fahira Lestari, Maia Alya M. Julkarnain M.Julkarnaen Mardinata, Erwin Mikhratunnisa, Mikhratunnisa Nainggolan, Yunieta Anny Nasaruddin Nasaruddin Nasaruddin Nasaruddin Nurasia, Nurasia Purnama, Yuni Putri, Yolli Eka Raizah Risky Utami Ramadan, Dinto Putra Reza Muhammad Rizqi Rismawan, Ardi Andika Rizqi, Reza Muhammad Rose, Ladya Della Rozzy Aprirachman Ryan Suarantalla Sahmad Saptarini, Niken Satria Wibawa, Muhammad Gilang Septian Anwar, Rizki Sirajunnasihin Sri Andriani Suarantala, Ryan Suarantalla, Ryan Sunardi Sunardi Wilia Ismiyarti Wilia Ismiyarti Wiryono, Sudarso Kaderi