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p-Index From 2021 - 2026
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All Journal Jurnal Akuntansi, Manajemen dan Bisnis Digital
Mei Sela Pirdayanti
Universitas Dehasen Bengkulu
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence Of Capabilities And Digital Marketing On The Success Of Online MSME Businesses In Bengkulu City Mei Sela Pirdayanti; Ahmad Soleh; Nirta Vera Yustanti
Jurnal Akuntansi, Manajemen dan Bisnis Digital Vol 5 No 2 (2026): April
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jambd.v5i2.10105

Abstract

This study aims to examine the influence of capabilities and digital marketing on the success of online MSME businesses in Bengkulu City. The research uses a quantitative associative method with a sample of 60 MSME respondents who have implemented digital marketing strategies. Data were collected through structured questionnaires and analyzed using multiple linear regression with SPSS to test the research hypotheses. Research Results The results indicate that capabilities and digital marketing have a positive and significant effect on the success of online MSME businesses, both partially and simultaneously. The regression coefficients for capabilities and digital marketing were 0.347 and 0.547 respectively, with significance values below 0.05. Together, these variables explain about 60.4% of the variance in online business success. Strengthening internal capabilities and effective digital marketing strategies are crucial to achieving sustainable business success.
Co-Authors Ahmad Soleh Nirta Vera Yustanti