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All Journal JBMP (Jurnal Bisnis, Manajemen dan Perbankan)
Anggi, Sevian
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Improving Market Performance of MSMEs in Banyumas: Digital Marketing, Digital Accounting and Competitive Strategy: Meningkatkan Kinerja Pasar UMKM di Banyumas: Pemasaran Digital, Akuntansi Digital, dan Strategi Bersaing Inayati, Nur Isna; Anggi, Sevian; Santoso, Suryo Budi; Budi Santoso, Selamet Eko
JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Vol. 11 No. 1 (2025): April: JBMP Volume 11 No. 1 2025
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/jbmp.v11i1.2119

Abstract

This research aims to analyze the impact of digital marketing, digital accounting, and competitive strategies on enhancing the market performance of micro, small, and medium enterprises (MSMEs) in the digital era. Given the significant challenges and opportunities faced by MSMEs, this study explores how digital marketing can expand market reach and improve customer engagement, while digital accounting enhances financial transparency and operational efficiency. Additionally, competitive strategy is identified as a crucial factor in establishing a sustainable competitive advantage. The study focuses on MSMEs in Banyumas Regency, utilizing a sample of 106 respondents. Data analysis was conducted using Partial Least Squares (PLS) statistical methods. The findings indicate that digital marketing, digital accounting, and competitive strategy positively influence the market performance of MSMEs. This research underscores the importance of adopting digital technologies in MSME operations, demonstrating their effectiveness in facilitating various business activities and improving overall competitiveness.
Co-Authors Budi Santoso, Selamet Eko Inayati, Nur Isna SURYO Budi Santoso