| dc.description.abstract | Micro, Small, and Medium Enterprises (MSMEs) play a strategic role in Indonesia’s economy, including in Pematangsiantar City, due to their contribution to employment absorption and local economic growth. However, the productivity of MSMEs in this region still faces various challenges, such as limited access to digital technology, lack of modern marketing capabilities, and low competitiveness in the market. The government has made efforts to provide support through entrepreneurship training programs, capital assistance, and the provision of digital infrastructure to strengthen the capacity of MSMEs in addressing these challenges.
This study aims to analyze the influence of government support on MSME
productivity, considering the role of digital marketing as a key supporting variable. This research uses a quantitative method with a survey approach. Primary data were obtained through questionnaires distributed to 65 MSME actors in several districts of Pematangsiantar City. Additionally, secondary data were collected from official reports of government institutions related to MSME development and the supporting programs that have been implemented. Data analysis was conducted using multiple linear regression techniques to test the effect of independent variables on the dependent variable and to determine the significant role of digital marketing in improving MSME productivity.
The results of this study indicate that entrepreneurial training, digital
marketing, and access to capital, both partially and simultaneously, have a positive and significant effect on the productivity of MSMEs. Based on these findings, it is recommended that the government strengthen trainingprograms oriented toward digital skills and expand technology access for MSME actors, so that their competitiveness and productivity can be sustainably enhanced. | en_US |
