THE INFLUENCE OF DIGITAL MARKETING ON THE MARKETING PERFORMANCE OF HOME-BASED MSMEs IN MEDAN CITY
Keywords:
Digital marketing, Home-based MSMEs, Marketing performance, Medan CityAbstract
Home-based micro, small, and medium enterprises (MSMEs) play an important role in supporting economic activities in Medan City, but they continue to face limitations in capital, human resources, and market reach. This study aims to describe digital marketing practices and analyze the effect of digital marketing on the marketing performance of home-based MSMEs in Medan City. This study employed a quantitative approach with an explanatory research design. Primary data were collected through a five-point Likert-scale questionnaire from 150 home-based MSME owners selected using purposive and accidental/convenience sampling. Data were analyzed using validity, reliability, classical assumption, simple linear regression, t-test, and coefficient of determination analyses. The results showed that all research instruments were valid and reliable, while the regression model met the normality assumption and showed no heteroscedasticity. Digital marketing had a positive and significant effect on marketing performance, with a regression coefficient of 0.467 and a significance value of 0.000. The coefficient of determination (R²) of 0.285 indicates that digital marketing explains 28.5% of the variation in marketing performance, while the remaining 71.5% is explained by other factors outside the model. These findings indicate that digital marketing can support the improvement of marketing performance among home-based MSMEs in Medan City.
References
Amin, M., Gohar, M., & Ali, I. (2025). Impact of digital transformation on SME’s marketing performance: Role of social media and market turbulence. Discover Sustainability, 6, 378. https://doi.org/10.1007/s43621-025-01228-3
ANTARA News. (2023, July 13). Pemko Medan bertekad terus tambah jumlah UMKM binaan. https://www.antaranews.com/berita/3634242/pemko-medan-bertekad-terus-tambah-jumlah-umkm-binaan
Aryani, D. R., & Tuti, M. (2023). Entrepreneurial orientation studies on food and beverage MSMEs to examine the effects of social media marketing and digital content marketing activity on business performance. Indonesian Journal of Business and Entrepreneurship, 9(3), 513. https://doi.org/10.17358/ijbe.9.3.513
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing: Strategy, implementation and practice (7th ed.). Pearson Education.
Databoks/Katadata. (2026). Kontribusi UMKM terhadap PDB Indonesia periode 2020–2024. https://databoks.katadata.co.id/ekonomi-makro/statistik/6a336585341d1/kontribusi-umkm-terhadap-pdb-indonesia-periode-2020-2024
Dewobroto, W. S., & Shania, W. (2023). Faktor pendorong dan dampak dari peralihan usaha mikro ke pemasaran digital sebagai solusi meningkatkan penjualan pasca pandemi COVID-19. Jurnal Penelitian Pendidikan Indonesia, 9(1), 172–180. https://doi.org/10.29210/020221823
Djakasaputra, A., Wijaya, O. Y. A., Utama, A. S., Yohana, C., Romadhoni, B., & Fahlevi, M. (2021). Empirical study of Indonesian SMEs sales performance in digital era: The role of quality service and digital marketing. International Journal of Data and Network Science, 5(3), 265–272. https://doi.org/10.5267/j.ijdns.2021.6.003
Farid, F., Putra, S. M., Bachri, S., & Sutomo, M. (2025). Digital marketing and sustainable marketing to create competitive advantage in SMEs: The moderating effect of value co-creation. Jurnal Manajemen Bisnis, 16(1), 249–280. https://doi.org/10.18196/mb.v16i1.23033
Fatin, D., Azara, P., & Fajar, R. A. (2026). Strategi pemasaran berbasis digital pada UMKM Kota Medan dalam meningkatkan daya saing di era pasca-pandemi. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(4), 11577–11584. https://doi.org/10.31004/riggs.v4i4.5229
Ferdinand, A. (2002). Structural equation modelling dalam penelitian manajemen. Badan Penerbit Universitas Diponegoro.
Hidayati, H. A., Astuti, E. S., Kusumawati, A., & Iqbal, M. (2025). The nexus between entrepreneurial and market orientation on digital marketing capabilities and marketing performance of SMEs in emerging markets. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2526150
Kementerian Koperasi dan UKM Republik Indonesia. (2024). Data UMKM nasional tahun 2023–2024. Kemenkop UKM.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lestari, R. B., Sulastri, Shihab, M. S., & Andriana, I. (2024). Social media marketing and its impact on SMEs’ business performance. KnE Social Sciences, 9(14), 503–515. https://doi.org/10.18502/kss.v9i14.16121
Muljanto, S., & Magdalena, P. D. (2023). Pemanfaatan media sosial (digital marketing) untuk pemasaran produk UMKM. Cakrawala: Jurnal Pengabdian Masyarakat Global, 2(2), 88–100. https://doi.org/10.30640/cakrawala.v2i2.1001
Nauli, A., Anggarawati, S., & Abdillah, W. (2023). Effect of social media marketing variables on marketing performance of MSMEs in Indonesia. The Manager Review, 5(1), 141–156. https://doi.org/10.33369/tmr.v5i1.29739
Patria, H., Alam, M. A. F., Mulyadi, A., & Setyarko, A. (2023). The influences of digital technology, digital literacy, and digital marketing on the performance of SMEs in Bekasi. Cakrawala, 6(1). https://doi.org/10.52851/cakrawala.v6i1.235
Prihandono, D., Wijaya, A. P., Wiratama, B., Prananta, W., & Widia, S. (2024). Digital transformation to enhance Indonesian SME performance: Exploring the impact of market competition and digital strategy. Problems and Perspectives in Management, 22(2), 103–113. https://doi.org/10.21511/ppm.22(2).2024.09
Purba, J. T., Situmorang, R., & Hasibuan, A. F. (2022). Pengaruh pemanfaatan Facebook terhadap minat beli konsumen pada UMKM fashion di Kota Medan. Jurnal Manajemen dan Kewirausahaan, 10(2), 112–125. https://doi.org/10.33366/jmk.v10i2.2890
Purwanti, I., Lailyningsih, D. R. N., & Suyanto, U. Y. (2022). Digital marketing capability and MSMEs performance: Understanding the moderating role of environmental dynamism. Jurnal Manajemen Teori dan Terapan, 15(3). https://doi.org/10.20473/jmtt.v15i3.39238
Republik Indonesia. (2008). Undang-Undang Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah. Lembaran Negara Republik Indonesia Tahun 2008 Nomor 93.
Roosdhani, M. R., Farida, N., & Indriani, F. (2023). From likes to sales: Study on enhancing social media performance for Indonesian SMEs. International Journal of Business and Society, 24(1). https://doi.org/10.33736/ijbs.6407.2023
Rusdi, R., Amiani, A., & Murjana, I. M. (2022). Pengaruh media sosial, e-commerce, dan website terhadap kinerja UMKM pada UMKM tenun di Lombok Tengah. Jurnal Econetica, 4(2), 81–92. https://doi.org/10.69503/econetica.v4i2.31
Sagala, G. H., & Őri, D. (2024). Toward SMEs digital transformation success: A systematic literature review. Information Systems and e-Business Management, 22, 667–719. https://doi.org/10.1007/s10257-024-00682-2
Sari, B. M., & Bayangkara, I. B. K. (2025). Analisis perkembangan strategi pemasaran digital oleh UMKM lokal dalam menghadapi tantangan transformasi digital: Studi pustaka dalam perspektif sistem pengendalian manajemen dan keberlanjutan. Gemah Ripah: Jurnal Bisnis, 5(4), 334–348. https://doi.org/10.69957/grjb.v5i04.2575
Sharabati, A.-A. A., Ali, A. A. A., Allahham, M. I., Hussein, A. A., Alheet, A. F., & Mohammad, A. S. (2024). The impact of digital marketing on the performance of SMEs: An analytical study in light of modern digital transformations. Sustainability, 16(19), 8667. https://doi.org/10.3390/su16198667
Sinaga, O. S., & Siallagan, M. P. (2021). Tingkat kesiapan digital UMKM di Sumatera Utara: Studi pada masa pandemi COVID-19. Jurnal Ekonomi dan Manajemen, 12(2), 89–104. https://doi.org/10.35446/ekonman.v12i2.567
Sudarynianto, N. S., & Hwihanus, H. (2025). Analisis pengaruh digital marketing terhadap peningkatan penjualan UMKM di era pasca pandemi. Jurnal Manajemen dan Ekonomi Kreatif, 3(1), 124–131. https://doi.org/10.59024/jumek.v3i1.520
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Syukri, A. U., & Sunrawali, A. N. (2022). Digital marketing dalam pengembangan usaha mikro, kecil, dan menengah. Kinerja, 19(1), 170–182. https://doi.org/10.30872/jkin.v19i1.10207
Tyas, W. P., Sianturi, O. O., & Kevin P. H., J. (2020). Analisis kebijakan pemerintah dalam pengembangan Usaha Mikro Kecil dan Menengah (UMKM) berbasis rumah (Home-Based Enterprises/HBE) di Kota Semarang, Surakarta, Boyolali, Salatiga, dan Surabaya. Jurnal Pengembangan Kota, 8(1), 78–89. https://doi.org/10.14710/jpk.8.1.78-89
Usmayanti, V., & Pangestu, M. G. (2022). MSMEs digital marketing and entrepreneurship’s factor of performance: Jambi (Indonesia) perspective. Jurnal Ekonomi Pendidikan dan Kewirausahaan, 10(2), 155–166. https://doi.org/10.26740/jepk.v10n2.p155-166
Wibowo, A. N., & Pangesti, I. (2025). Pengaruh pemanfaatan digital marketing terhadap peningkatan penjualan UMKM. Ekopedia: Jurnal Ilmiah Ekonomi, 1(4), 2278–2286. https://doi.org/10.63822/kjagsd53
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Septiana Handayani Sagala, Esteraldasagala, Monica laurensia sinaga
This work is licensed under a Creative Commons Attribution 4.0 International License.
