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

Abstract

This study uses a quantitative approach with an explanatory research design to
examine how digital marketing and product innovation affect business growth in
MSMEs in Pekanbaru City. This research focuses on digital marketing adoption
and product innovation variables on MSME businesses. A thorough study of 100
MSMEs in various industries provided information on demographics and the
level of digital marketing adoption and product innovation. Regression analysis
using SPSS 27 evaluated 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.