Iqbal, Virgi Ainun (2025) Pengaruh Adopsi Marketplace dan Literasi Digital terhadap Kinerja Pemasaran UMKM di Kota Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Perkembangan teknologi digital telah mendorong pelaku UMKM untuk memanfaatkan marketplace sebagai sarana utama pemasaran, terutama pada sektor makanan dan minuman yang mengalami peningkatan kompetisi di era ekonomi digital. Penelitian ini dilakukan untuk menjawab pertanyaan mengenai sejauh mana adopsi marketplace dan literasi digital berpengaruh terhadap kinerja pemasaran, serta apakah literasi digital berperan sebagai mediator dalam hubungan tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan desain survei dan melibatkan 100 responden UMKM kuliner, yang diperoleh melalui kuesioner berskala Likert. Analisis data dilakukan menggunakan regresi linier berganda dan uji Sobel untuk menguji pengaruh langsung dan tidak langsung antar variabel. Hasil penelitian menunjukkan bahwa adopsi marketplace dan literasi digital berpengaruh positif dan signifikan terhadap kinerja pemasaran. Selain itu, literasi digital terbukti memediasi secara parsial dan signifikan secara marginal hubungan antara adopsi marketplace dan kinerja pemasaran. Temuan ini memberikan kontribusi penting bagi pengembangan strategi pemasaran digital UMKM, sekaligus memperkuat teori penerimaan teknologi dan kemampuan digital. Penelitian ini menyarankan agar pelaku UMKM dan pemangku kepentingan meningkatkan kapasitas digital untuk mengoptimalkan manfaat teknologi, sementara penelitian selanjutnya disarankan memperluas variabel dan konteks sektor usaha. Kata Kunci: adopsi marketplace, literasi digital, kinerja pemasaran, UMKM, mediasi.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | adopsi marketplace, literasi digital, kinerja pemasaran, UMKM, mediasi. |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Pembangunan |
| Depositing User: | 1232200007 Virgi Ainun iqbal |
| Date Deposited: | 08 Jul 2026 04:15 |
| Last Modified: | 09 Jul 2026 02:34 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45070 |
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