The Effect of Digital Marketing and Green Innovation on MSME Business Performance in Surakarta

Fany Nur Zabrina (Institut Teknologi Bisnis AAS Indonesia)
Muhammad Erfan (Institut Teknologi Bisnis AAS Indonesia)
Maya Evrilia Putri (Institut Teknologi Bisnis AAS Indonesia)
Zia Isma Kurniawan (Institut Teknologi Bisnis AAS Indonesia)
Iin Emy Prastiwi (Institut Teknologi Bisnis AAS Indonesia)

Proceeding of The International Conference on Economics, Accounting, and Taxation
Vol. 3 No. 1 (2026): Proceeding of the International Conference on Economics, Accounting, and Taxati

This study aims to analyze the effect of Digital Marketing and Green Innovation on the performance of MSMEs in Surakarta. This study uses a quantitative approach, with data collected through questionnaires distributed to MSME owners in Surakarta. Data analysis was conducted using multiple linear regression with the assistance of SPSS. The results show that Digital Marketing has a significant effect on MSME Performance, with a significance value of 0.001 < 0.05. In addition, Green Innovation also has a significant effect on MSME Performance, with a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.676 indicates that Digital Marketing and Green Innovation explain 67.6% of the variation in MSME Performance, while the remaining 32.4% is explained by other factors outside the research model. Therefore, increasing the utilization of Digital Marketing and implementing Green Innovation can serve as important strategies for MSMEs to improve their performance, competitiveness, and business sustainability.