The Impact of Digital Marketing and Product Innovation on Business Growth of Pekanbaru City MSMEs

Authors

  • Williya Meta Universitas Prima Indonesia
  • Jeri Wandana Universitas Prima Indonesia
  • Arifin Universitas Prima Indonesia

Keywords:

Digital Marketing, Product Innovation, MSMEs

Abstract

This study examines how digital marketing and product innovation affect business growth in MSMEs in Pekanbaru City, using a quantitative approach with an explanatory research design. This research focuses on the variables of digital marketing adoption and product innovation on MSME businesses. A thorough study of 100 MSMEs in various industries provided a wealth of information on demographics and the level of digital marketing adoption and product innovation. Regression analysis using SPSS 27 was used to evaluate the relationship between factors associated with business growth. The results of this study provide actionable insights for businesses and policymakers, showing a strong and significant positive relationship between the use of digital marketing and product innovation in driving MSME business growth.

Keywords: Digital Marketing, Product Innovation, MSMEs.

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Published

2025-02-19

How to Cite

Williya Meta, Wandana, J. ., & Arifin. (2025). The Impact of Digital Marketing and Product Innovation on Business Growth of Pekanbaru City MSMEs. PUBLISH BUKU UNPRI PRESS ISBN, 1(1). Retrieved from https://jurnal.unprimdn.ac.id/index.php/ISBN/article/view/6462

Issue

Vol. 1 No. 1 (2024): International Conference on Economics, Business, Management, and Accounting (ICEBesMA)

Section

Articles