<![CDATA[This study aims to analyze the effect of digital marketing on the performance of Micro, Small, and Medium Enterprises (MSMEs) in the culinary sector in Binawidya District, Pekanbaru City. The research employed a quantitative approach using a survey method. The population consisted of culinary MSMEs operating in Binawidya District, with a sample of 30 MSMEs selected through purposive sampling. Data were collected using questionnaires and analyzed using descriptive statistics, classical assumption tests, simple linear regression analysis, t-test, and coefficient of determination (R²) with the assistance of SPSS software. The results indicate that digital marketing has a positive and significant effect on MSME performance. The simple linear regression analysis shows a regression coefficient value of 0.625 with a significance value of 0.000 (< 0.05), indicating that an increase in digital marketing implementation contributes to improved MSME performance. Furthermore, the coefficient of determination (R²) value of 0.417 reveals that digital marketing explains 41.7% of the variation in MSME performance, while the remaining 58.3% is influenced by other factors outside this study. These findings support the Resource-Based View (RBV) theory, which emphasizes the importance of utilizing internal resources, including digital capabilities, to achieve competitive advantage and improve business performance]]>
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