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S. Kunto Adi Wibowo
Fakultas Ilmu Komunikasi Universitas Padjadjaran
Religion Arts Humanities Computer Science & IT 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 Library & Information Science Public Health Social Sciences Transportation Other

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Journal : Journal of Humanities and Social Studies

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The Influence Of Digital Marketing Literacy On Digital Marketing Adoption Of Pangkalpinang MSME Actors Meidita, Chairunnisa Tri; Suryana, Asep; Wibowo, Kunto Adi
JHSS (JOURNAL OF HUMANITIES AND SOCIAL STUDIES) Vol 8, No 3 (2024): JHSS (Journal of Humanities and Social Studies)
Publisher : UNIVERSITAS PAKUAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33751/jhss.v8i3.11524

Abstract

This research uses a survey method that will explain a trend, attitude, or opinion of the population that will be described quantitatively and test the relationship of several variables. Seeing the phenomenon related to digitalization faced by MSME, this study aims to measure the level of digital marketing literacy of MSME towards digital marketing adoption through perceived benefits, perceived ease of use, and intention to use digital marketing. The target population of this research is MSME in Pangkalpinang City who have participated in digital marketing training. This study will use path analysis to test the hypothesis and determine the amount of influence of the independent variable on the dependent variable. The results show that overall digital marketing literacy does not have a significant influence on digital marketing adoption through perceived benefits, ease of use and intention to use digital marketing.
Co-Authors Aaliyah Aulia Rivai Abdullah, Fathan Auzan Adiprasetio, Justito Alicia Laurence Efendi Aliifa, Dzikrifa Ningtyas Alyssa, Luthfia Nur Arshad Denanindra Hutomo Arum, Yumna Nahdah Asep Suryana Azman Hamdika Syafaat Bianti, Sabila Riska Brigitta Jocelyn Septiandra Catherine Novitasari Sihaloho Dadang Rahmat Hidayat Dafina Shafa Salsabil Darmansyah, Sarah Stephanie Detta Rahmawan Detta Rahmawan, Detta Engkus Kuswarno Eni Maryani Erlambang, Muhammad Fandy Esther Aurellia Christie Fadhia Hayya, Aqiella Fajar, Hafizhah Ainul Fauzi, Muhammad Ilham Galuh Aulia Ramadhanti Henny Sri Mulyani Rohayati Hertantiningsih, Tifanny Hilmi Dafa Rabani Ikhsan Fuady Ira Mirawati Iwan Iwan Izzati, Raihan Sabili Jasmin Jannatania Kholifatul Mafiroh Kimberly Batsheva Lasut M Aulia Akbar Maharani Bening Maharani Dewanti Setiaputri Meidita, Chairunnisa Tri Moch Armien Syifaa Sutarjo Muhammad Fandy Erlambang Naftalene, Eliza Najma Najma Pandan Yudhapramesti Priyatna, Adry Alim Pudyaning Putri Noor Qolbi Purnomo, Chyntia Dewi Ramadhina, Az-zahra Mutiara Syofi Ratih Anbarini Reksa Anggia Ratmita Rifki Nur Priyansyah Salsabil, Dafina Shafa Shanti, Ni Ketut Rahma Pratiwi Sihite, Manda Chrisencia Simanjuntak, Clesia Sari Mastiur Sri Seti Indriani Suka, Kiran Rianetta Ginting Syafirah, Nuryah Asri Theogene, Rutambuka Wibowo, Damar Dhiyaan Hafidz Winata, Cecilia Liusca Yusril Zafallah