Analisis Penerapan Digital Marketing dan Marketplace terhadap Perkembangan Pendapatan UMKM di Kota Medan

Abstract

This study aims to examine the influence of Digital Marketing and Marketplace on Micro, Small, and Medium Enterprises (MSMEs) Income through Sales as an intervening variable in Medan City, Indonesia. The rapid growth of the digital economy has significantly transformed marketing strategies and consumer behavior, compelling MSMEs to adapt to technological advancements to remain competitive. Digital marketing enables business actors to promote their products effectively through social media platforms such as Instagram, Facebook, and TikTok, while marketplaces like Shopee and Tokopedia provide broader market access and transaction convenience. A quantitative approach was employed in this study using the purposive sampling technique. The research involved 384 MSME respondents who have operated for at least one year and actively utilize social media and marketplace platforms for product promotion and sales. Primary data were collected through questionnaires measured using a Likert scale, and data analysis was conducted using the Partial Least Square (PLS) method to test direct, indirect, and mediating effects among variables. The results reveal that Digital Marketing has a positive and significant influence on Sales and MSME Income, while Marketplace also positively affects Sales, which subsequently increases MSME Income. Furthermore, Sales acts as a mediating variable that strengthens the relationship between Digital Marketing and Marketplace toward MSME Income. These findings indicate that the more intensively MSMEs engage in digital promotion and utilize online marketplaces, the higher their ability to generate stable and growing income. This study contributes to the literature by providing empirical evidence on the role of digital transformation in MSME performance improvement. It also offers practical insights for business owners, policymakers, and development agencies to focus on digital capacity-building, online marketing training, and strategic collaborations with marketplace platforms to foster sustainable MSME growth in Indonesia’s digital economy.