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Ridwansyah, Eksa
Politeknik Negeri Lampung
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Pengaruh Penerapan Digital Marketing, Kemudahan Digital Payment, dan Manajemen Keuangan terhadap Kinerja Keuangan UMKM di Kemiling Kota Bandar Lampung Rif'atul Muna; Eksa Ridwansyah; Destia Pentiana; Damayanti Damayanti
Jurnal Riset Akuntansi Soedirman Vol 4 No 2 (2025): JURNAL RISET AKUNTANSI SOEDIRMAN
Publisher : Jurusan Akuntansi Fakultas Ekonomi dan Bisnis, Universitas Jenderal Soedirman, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32424/1.jras.2025.4.2.19666

Abstract

This study aims to analyze the influence of digital marketing implementation, ease of digital payment, and financial management on the financial performance of MSMEs in Kemiling, Bandar Lampung. Using a quantitative approach, primary data were collected through questionnaires from 120 MSME respondents selected via purposive sampling. Data were analyzed using multiple linear regression with SPSS version 25. The results indicate that while digital marketing has a negative and non-significant effect, both digital payment and financial management significantly and positively influence MSME financial performance. Simultaneously, all three variables contribute to enhancing the competitiveness and sustainability of MSMEs in the digital era. This study underscores the importance of optimizing digital technology adoption balanced with prudent financial management to improve MSME financial outcomes.
Co-Authors Ade Rachmawati anggraini, Depita Anisa Putri Nurdian Anwar Rahman Arif Makhsun Arif Makhsun Artie Ardhita Rachman Azizah, Lina Bella Jelina Putri Budi Rahman D Pentiana Damara Saputra Siregar Damara Saputra Siregar Damayanti Damayanti Damayanti Damayanti Damayanti Damayanti Depita anggraini Destia Pentiana Destia Pentiana Destia Pentiana Dewi, Anita Kusuma Dian Nirmala Dewi Dwi Cahyo, Enggar Eka Jatmiko Sulistio Wati Endang Asliana Endang Asliana Faila Suffah Fitri Mareta Fitri Mareta, Fitri H, Yolanda Dila Sevia Hanifah, Nahlia Heriyanto Saputra Irawan Irawan Irawan Irawan Kurniawan, Umarudin Kusuma Dewi Lihan Rini Puspo Wijaya Lihan Rini Puspo Wijaya Maharani, Nabila Malik, Sakiran Manasikana, Arina Mareta , Fitri Maryani Maryani Meyliana Astriyantika Muhammad Daniel Nenden Indah Nawangsih Nurmala Nurmala Nurmala Nurmala Nurmala Nurul Qomariyah Nurwijayanti Olivia Luthfia Nabila Pangesti, Bella Pentiana, Destia Ramadhanil, Ridho Refdi Akmal, Refdi Rif'atul Muna Riska Puji Astuti Rusmianto Rusmianto, Rusmianto Safitri, Enjel Novita Mei Sani, Cici Sabrina Kirani Sinaga, Fransiska siska aulia Siska Aulia Supriyatna, Agiska Ria Ulin Nuha Alfani Wayan Septianawati Yolanda Dila Sevia H Yuliansyah Yuliansyah Zya Pasha Melando