The Influence of Digital Marketing Training and Marketing Strategies on The Growth of MSMEs in Sukabumi Village

Fathimah Nur'Aini; Fahrudin Fahrudin

doi:10.63922/ijebir.v5i04.5669

Fathimah Nur'Aini Universitas Nurul Jadid, Probolinggo, Indonesia
Fahrudin Fahrudin Universitas Nurul Jadid, Probolinggo, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5669

Keywords: Digital Marketing Training, Marketing Strategies, SME Growth

Abstract

Digital Marketing Training is a structured learning process designed to improve the knowledge and skills of MSMEs in using digital technology to market products or services (Kotler et al., 2019). TBarney's (1991) Resource-Based View (RBV) theory, which suggests that mastery of internal resources such as digital knowledge is a competitive advantage. RBV is relevant to explaining how training builds the capabilities of MSMEs in Sukabumi Village, enabling the implementation of social media strategies for sustainable growth. The purpose of this study is to analyze the influence of variables Digital Marketing Training and marketing strategy on the growth of MSMEs, using a quantitative method with a survey of 100 respondents. The results of the study showed that Digital Marketing Training (X1) obtained an average value of 4.10, Marketing Strategy (X2) of 4.07, and MSME Growth (Y) of 4.11. These three variables have a relatively small standard deviation value, which ranges from 0.42 - 0.44. Overall, the average value of the three variables is in the range of 4.00 to 5.00. Digital Marketing Training is proven to have a positive and significant effect on the growth of MSMEs with a calculated t value of 5.89 and a significance of <0.001, and Marketing Strategy Through is also proven to have a positive and significant effect with a calculated t value of 5.80 and a significance of <0.001.

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