Dampak Digitalisasi Terhadap Peningkatan Produktivitas Usaha Mikro, Kecil, dan Menengah (UMKM) pada Era Ekonomi Digital di Kota Medan

Abstract

This study aims to analyze the influence of e-commerce, digital marketing, and digital payment on the improvement of productivity in Micro, Small, and Medium Enterprises (MSMEs) in the digital economy era in Medan City. The type of research used is descriptive quantitative, which is a descriptive study with a quantitative approach. The population in this study includes all MSME actors in Medan City who utilize digitalization in their business activities, with the total number of the population unknown. The sample size was determined using the formula for unknown populations, and the sampling technique used was purposive sampling, involving 100 MSME actors in Medan City who were willing to participate in the study. Data were collected using primary data through the distribution of questionnaires. Data processing was carried out using the Statistical Product and Service Solutions (SPSS) version 24.0. The results of the study show that simultaneously, e-commerce, digital marketing, and digital payment at a 95% confidence level have a simultaneous and significant effect on productivity improvement. The e-commerce variable has a positive and significant influence on productivity improvement, the digital marketing variable has a positive and significant influence on productivity improvement, and the digital payment variable also has a positive and significant influence on productivity improvement.