PENGARUH DIGITAL MARKETING DAN INOVASI PRODUKTERHADAP PENDAPATAN UMKM (STUDI KASUS PADA UMKM KEC.NATAR KAB. LAMPUNG SELATAN)

Abstract

One that plays an important role in the economic recovery process is UMKM. The characteristics of UMKM can be said to be unique, because their numbers dominate the structure of the Indonesian economy, and continue to grow nationally and absorb 97% of the total workforce. This study aims to find out how Digital Marketing and Innovation Influence Products on UMKM income (Case Study on UMKM in Natar District, South Lampung Regrency).

The research method used in associative quantitative method with a survey approach. The population in this study were business actors in Natar District, South Lampung Regrency with a total of 30 business actors. The sample used in this study used a census technique because the total population was less than 100. The data collection techniques were carried out trough observation, interviews, and questionnaires. The results of the study show that there is positive and significant influence of digital marketing and product innovation on UMKM income in Natar District South Lampung Regrency, namely 0,453 or 45,3% with the acquisition of F_count > F_table or 11.189 > 3,32 and a significance value of 0,000 < 0,05.