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All Journal Jurnal Harpodon Borneo PASAI SEIKO : Journal of Management & Business EQIEN - JURNAL EKONOMI DAN BISNIS International Journal of Economics Development Research (IJEDR) Jurnal Aplikasi Manajemen dan Bisnis (JAMB) Journal of Social Research Sisfo: Jurnal Ilmiah Sistem Informasi Studi Akuntansi, Keuangan, dan Manajemen International Review of Practical Innovation, Technology and Green Energy (IRPITAGE) International Journal of Community Service (IJCS) Journal of Accounting Research, Utility Finance and Digital Assets (JARUDA) Jurnal Pengabdian Masyarakat dan Riset Pendidikan Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Intelek Insan Cendikia Serambi Engineering
Heriyana Heriyana
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The Influence of Digital Marketing on the Understanding, Skills, Implementation and Performance of MSMEs Moderated by Constraints Gentari, Katri; Agustina, Sri; Rakhmalina, Ika; Heriyana, Heriyana; Calista, Avisa; Emelda, Emelda
Studi Akuntansi, Keuangan, dan Manajemen Vol 5 No 3 (2026): January
Publisher : Penerbit Goodwood

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35912/sakman.v5i3.5521

Abstract

Purpose: This study aims to analyze in depth the effect of digital marketing training on improving understanding, skills, and the performance of MSMEs, with constraints as a moderating variable. The background of this research is based on the condition of MSMEs in Musi Banyuasin Regency, which face significant challenges in digital adaptation, such as limited digital literacy, insufficient promotional capital, and uneven internet access across regions. Methodology/Approach: This study employs a quantitative approach using a Likert-scale questionnaire distributed to 121 MSME participants of digital marketing training, along with secondary data obtained from the Office of Cooperatives and MSMEs of Musi Banyuasin Regency. Data analysis was conducted through reliability testing and regression analysis to examine both direct and moderating effects. Results/Findings:  The results indicate that digital marketing training does not have a significant effect on understanding (Y1) and skills (Y2), but has a significant effect on MSME performance (Y3). The constraint factor was found to act as a moderating variable that weakens the relationship between digital marketing training and the dependent variables. Conclusions:  Digital marketing training can enhance MSME performance even though it does not directly improve understanding and skills. These findings highlight the importance of tiered digital marketing training programs and continuous mentoring to ensure sustainable learning outcomes. Limitations:  This study is limited to a quantitative approach and the geographic area of Musi Banyuasin Regency, thus the findings cannot yet be generalized broadly. Contribution: This research enriches the literature on the influence of digital marketing training on MSME performance and provides practical implications for local governments in strengthening digital capacity and competitiveness of MSMEs in the digital economy era.
Co-Authors Abdillah , Fatimah Agustina, Istiq ahmad yani Aina Shakila Aisa Putri Ariska Andrian, Risa Ariana Hasibuan Calista, Avisa Chalirafi, Chalirafi emelda, emelda Erlina, Neti Fahrizal, Effan Fatimah Abdillah Gazali Salim Gentari, Katri Hamdiah Hamdiah Hartati, Bella Ilyas Ilyas Jalil, Ivon Jullimursyida Khairina AR Lizan, Saiful Malahayati Malahayati Manalu, Kristofer Mariyudi Mariyudi Masrifah, Ifah Muhammad Firdaus Mulyanur Mulyanur Neti Erlina Nugrahaningsih , Hartanti Nur Faliza Nurainun Nurainun Putri Mellita Sari, Cut Rahmaniar Rahmaniar Rakhmalina, Ika Rasyimah Rasyimah Rita Nengsih Rully Alamsyah, Rully rumbiati rumbiati Rusydi Abubakar Rusydi Rusydi Sarah Akila solehuddin, Moh Sri Agustina, Sri T. Edyansyah, T. Edyansyah Yana, Syaifuddin Yusniar*, Yusniar Yusniar, Yusniar