JSMB Vol.
2025 Page.
Jurnal Studi Manajemen dan Bisnis http://journal.
id/jsmb The Influence of Digital Marketing on The Income of Micro.
Small, and Medium Enterprises (MSME.
at The Food Court of Grand City Balikpapan Kety Lulu Agustin 1.
Endang Sri Apriani 2.
Dessy Handa Sari 3 .
Nurul Musfirah
Khairiyah 4
1,2,3,4
Balikpapan State Polytechnic.
Soekarno hatta st.
Balikpapan, 76129.
Indonesia Abstract Keywords:
Digital Marketing.
Income.
MSMEs.
Grand City food court.
SPSS
Kata Kunci:
Digital Marketing.
Pendapatan.
UMKM.
food court Grand City.
SPSS
DOI:
The number of MSMEs in Balikpapan increased in 2021 but declined in 2022, possibly due to their inability to market digitally.
Currently, many marketing activities utilize digital media, including social media and marketplaces.
The purpose of this study is to determine whether digital marketing influences the revenue of MSMEs at the Grand City Balikpapan Food Court and how this influence is achieved.
This research is descriptive, using a combination of qualitative and quantitative methods.
The data source is primary data, i.
data obtained directly from the market.
The data was then processed using SPSS with simple regression analysis techniques.
The qualitative data was obtained through interviews and concluded by the researcher.
The results of this study indicate that digital marketing significantly influences revenue.
The interviews also confirm that digital marketing helps increase revenue.
However, the obstacle is that not everyone has access to digital marketing.
It is hoped that the results of this study will encourage MSMEs to utilize digital Abstraks UMKM di Balikpapan mengalami kenaikan pada tahun 2021 namun mengalami penurunan di tahun 2022 yang kemungkinan terjadi dikarenakan UMKM kurang bisa memasarkan secara digital.
Saat ini pemasaran banyak yang menggunakan media digital salah satunya seperti media sosial & marketplace.
Tujuan penelitian ini untuk mengetahui apakah Digital Marketing berpengaruh terhadap pendapatan Umkm Di Food Court Grand City Balikpapan dan bagaimana pengaruhnya.
Jenis dari penelitian ini adalah penelitian deskriptif dengan metode gabungan kualitatif dan kuantitatif.
Sumber data dalam penelitian ini merupakan data primer yaitu data yang bersumber secara langsung.
Kemudian data diolah menggunakan SPSS dengan teknik analisis regresi sederhana.
Sedangkan untuk yang kualitatif diperoleh dengan wawancara dan disimpulkan oleh peneliti.
Hasil penelitian ini digital marketing berpengaruh signifikan terhadap pendapatan.
Hasil wawancara juga menegaskan bahwa pemasaran digital membantu meningkatkan pendapatan.
Sedangkan untuk hambatannya yaitu tidak semua orang memiliki akses untuk menggunakan digital marketing.
Diharapkan dari hasil penelitian ini, para UMKM dapat menggunakan digital marketing.
Correspondence:
Name: Kety Lulu Agustin Email: kety.
lulu@poltekba.
ISSN: 2355-9543 (Prin.
ISSN: 2460-3775 (Onlin.
The Influence of Digital Marketing on The Income of Micro.
Small, and Medium Enterprises (MSME.
at The Food Court of Grand City balikpapan INTRODUCTION Regarding MSMEs.
Balikpapan is one of the cities with relatively good MSME growth.
This can be seen in Table 1 below:
One of the goals of economic policy is prosperity, and its benchmark is income.
Increasing income leads to increased prosperity and improved economic conditions.
According to Sochib .
, income is the inflow of assets arising from the delivery of goods or services by a business unit during a specific period.
Revenue can be increased through effective marketing.
Increasing sales and revenue is a top priority for most companies.
Focusing on customers and how they respond to various sales and marketing strategies can help determine the best way to increase sales and Marketing and advertising campaigns can attract new customers and retain current ones, increasing your profits.
Table 1.
MSME Growth Percentage Year Number of MSMEs Percentage MSME Growth Source : Satu data Kalimantan timur Table 1 shows that MSMEs in Balikpapan experienced an increase in 2021 but a decline in Several previous studies have found positive results indicating that digital marketing impacts However, these studies only used quantitative methods, which lacked in-depth understanding of digital marketing's impact and the challenges it faces.
Therefore, this study will employ a combined method for more in-depth As time goes by, technology also evolves.
This is due to the numerous innovations that have emerged, ranging from hardware, software, and other devices.
The value of these innovations can be found in all fields and help facilitate human activities, for example in marketing.
One such innovation is the emergence of digital marketing, such as social media, websites, and marketplaces.
With the advent of digital media, marketing has become easier and more accessible, and costs have also been reduced.
Digital marketing represents a form of innovation and a shift from traditional From Tam's theory, it is also explained that technology can influence a person's psychology, one of which is desire, which means that digital marketing can influence a person's desire to buy.
This is the reason the researcher chose to focus on MSMEs.
In this study, the MSMEs studied are those located at the Grand City Balikpapan food court.
Many MSMEs at the Grand City food court use social media channels such as Facebook.
WhatsApp, and Instagram to seek prospects or identify opportunities.
Based on this, the author intends to conduct a study entitled "The Influence of Digital Marketing on the Revenue of Micro.
Small, and Medium Enterprises (MSME.
at the Grand City Balikpapan Food Court.
Digital or online advertising has experienced phenomenal growth since its inception in 1994 (Robinson et al.
, 2.
The internet has become the fastest growing advertising medium in this decade (Ha, 2.
In line with the development of the internet, a new understanding of the marketing paradigm has emerged in the form of a modern market/consumer-oriented marketing concept or a marketing revolution in the form of an electronic marketplace (Arnott & Bridgewater, 2.
METHOD
This research is a descriptive mix method research, combining quantitative and qualitative approaches Jurnal Studi Manajemen dan Bisnis Vol.
2025: 55-60
(Plano Clark & Creswell, 2.
For quantitative this study were direct interviews with the business data, data was obtained from questionnaires and owner and documentation.
the data analysis processed using SPSS simple regression (Subana & technique carried out several steps, namely Sudrajat, 2.
For qualitative data, data was descriptive statistical analysis, classical normality obtained from interviews and concluded by the assumption test, and hypothesis testing with researcher (Sugiyono, 2.
The population in this simple regression.
study was 32 MSMEs, and the sampling technique RESULTS used was saturated sampling, where the entire population was used as a sample.
the data source in The validity and reliability tests confirmed the this study is primary data, namely data sourced the data source for this study is the owner Furthermore, the Monte Carlo normality test of the msme in the grand city balikpapan food yielded a value of 0.
518, which is above 0.
consistently, the data in this study consists of indicating that the data being tested is normally monthly data and also interviews that the author distributed (Ghozali, 2.
This variable passed the obtained from the business owner directly who is multicollinearity test, and the data in this study did considered capable and competent in providing the not exhibit heteroscedasticity.
data used.
the data collection techniques used in Table 2 Simple Linear Regression Test Unstandardized Coefficients Standardized Coefficients t Sig.
Model Std.
Error Beta (Constan.
Digital Marketing <,001 Sumber : SPSS versi 30 .
iolah oleh penelit.
Dependent Variable: Pendapatan UMKM Table 3 Coefficient of Determination Test The multiple linear regression equation can be Model Summary found as follows:
Adjusted Std.
Error of Y = a 1X1 e Model R R Square R Square the Estimate Y = 6.
497 X1 e Sumber : SPSS versi 30 .
iolah oleh penelit.
The analysis of the multiple linear regression Predictors: (Constan.
Digital Marketing equation above is as follows:
The constant () in this regression is 6.
Based on Table 3 above, the adjusted R-square and is positive.
This indicates that if the digital 476, equivalent to 47.
This indicates marketing variable is set to 0, the constant value that the independent variable, digital marketing can increase revenue by 6.
(X.
, influences the dependent variable, income (Y), .
The regression coefficient for the social The remaining 52.
4% of the income marketing variable (X.
This indicates that variable is influenced by other variables not if the other variables are stable, each unit increase included in this study (Ghozali, 2.
in the digital marketing variable will result in a 497 increase in revenue.
Tabel 4 T Test (Hipotesi.
Unstandardized Coefficients Standardized Coefficients Model Std.
Error Beta Sig.
(Constan.
Digital Marketing <,001 Dependent Variable: Pendapatan UMKM Based on table 4 above, it can be concluded digital marketing on income, with a significance level of <0.
001, is smaller than 0.
meaning that partially there is a significant The Influence of Digital Marketing on The Income of Micro.
Small, and Medium Enterprises (MSME.
at The Food Court of Grand City balikpapan influence between digital marketing and income.
while the qualitative results obtained from the results interviews revealed that digital marketing is very helpful in increasing sales.
Through social media, websites, and digital advertising platforms like Google Ads and Instagram Ads, products or services can reach a wider audience with a more specific target audience.
Furthermore, digital marketing allows us to interact directly with customers, obtain feedback, and build loyalty.
However, there are barriers to using digital marketing, such as not everyone has access, perhaps due to a lack of information or a lack of MSMEs themselves suggest that there should be someone who can help business owners, especially parents, get started with digital Because not everyone is immediately familiar with technology, they need guidance.
For example, helping them create an Instagram account, teaching them how to upload product photos, or setting up WhatsApp Business.
The most frequently used digital marketing platform is Instagram.
MSMEs recommend that businesses focus more on building a strong social media presence and leveraging data to understand consumer behavior.
Engaging, consistent, and relevant content is crucial for attracting attention.
Furthermore, it's important to learn the basics of SEO and use paid advertising efficiently to reach the right target market.
Finally, regular evaluation and analysis are essential to ensure that the digital strategy remains effective and can be continuously analyze and understand internet usage factors.
According to Davis .
, technology acceptance is influenced by two factors: perceived usefulness, where MSMEs believe that selling products through marketplaces can increase revenue, and perceived ease of use, where MSMEs believe that using technology is very easy and does not require significant effort to increase revenue.
Tam's theory explains consumer behavior in using technology as an information system for shopping using digital Interview results indicate that digital marketing is significantly helpful in increasing Through social media, websites, and digital advertising platforms like Google Ads and Instagram Ads, products or services can reach a wider audience with a more specific target Furthermore, digital marketing allows us to interact directly with customers, obtain feedback, and build loyalty.
With the right strategy, sales increases are quite significant compared to conventional marketing methods.
The integration of quantitative and qualitative data revealed the importance of digital marketing for MSMEs, as otherwise, they would lose out to those that do in today's digital era.
Furthermore, the research findings highlight the need for digital marketing outreach, which the author has already conducted in the Teritib Balikpapan sub-district.
Regarding obstacles, most answered that not everyone has access, perhaps because they haven't received information or don't understand.
MSMEs themselves suggested that there should be someone to help business owners, especially parents, get started with digital marketing.
Not everyone immediately understands technology, so they need The most frequently used digital marketing platform is Instagram.
Other apps include GrabFood.
GoFood.
WhatsApp Business.
Instagram, and TikTok.
MSMEs recommend that businesses focus more on building a strong social media presence and leveraging data to understand consumer behavior.
Engaging, consistent, and relevant content is crucial for capturing attention.
Furthermore, it's crucial to learn the basics of SEO and use paid advertising efficiently to reach the DISCUSSION The results of the first hypothesis test the digital marketing variable (X.
's effect on the revenue variable (Y).
This study shows that digital marketing (X.
has a positive effect on the revenue variable (Y), as increased digital marketing promotions will increase MSME revenue.
This finding indicates that more frequent and attractive digital marketing promotions will attract more consumers to shop, thereby increasing MSME This study uses the Technology Acceptance Model (TAM) theory to explain the model used to Jurnal Studi Manajemen dan Bisnis Vol.
2025: 55-60
right target market.
Marketing Intelligence & Planning, 20.
, 86Ae https://doi.
org/10.
1108/02634500210418509
Davis.
D .
Perceived Usefulness.
Perceived Ease of Use, and User Acceptance of Information Technology.
MIS Quarterly, 13.
, 319Ae340.
CONCLUSIONS
Digital marketing has a significant impact on revenue.
This means that if digital marketing is implemented effectively and efficiently, it will increase the number of consumers and, ultimately.
SMS revenue.
This aligns with the TAM theory, which states that utilizing technology can increase purchasing intentions, thereby increasing revenue.
Interview results also confirmed that digital marketing helps increase revenue.
However, the challenge is that not everyone has access to digital The results of this study are expected to raise awareness among MSMEs about the importance of using digital marketing, as it helps promote their businesses widely and increase their revenue, which will also improve the economy.
MSME owners and their employees are also expected to participate in digital marketing training to better understand how to use digital marketing Furthermore, it may be necessary to raise awareness about digital marketing among the general public to increase their understanding and It is hoped that future researchers will be able to add other variables and use other analysis tools such as PLS.
Ghozali.
Aplikasi Analisis Multivariate Dengan Pogram IBM SPSS EdisiSembilan.
Badan Penerbit Universitas Diponegoro.
Semarang.
Ghozali.
Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26.
Badan Penerbit Universitas Diponegoro.
Semarang.
Ha.
Online Advertising Research in Advertising Journals: A Review.
Journal of Current Issues and Research in Advertising, 31Ae Kompas.
com: Berita Terkini Hari Ini.
Kabar Akurat Terpercaya.
https://w.
properti/read/2022/11/27/193800521/gran d-city-food-center-dibuka-destinasi-kulinerbaru-di-balikpapan Mandal.
Joshi.
, & Shella.
Understanding Digital Marketing Strategy.
International Journal of Scientific Research and Managemen.
Nazir.
ACKNOWLEDGMENTS We would like to express our deepest gratitude to the Balikpapan State Polytechnic for supporting and funding our research.
We also thank the management of the Grand City Balikpapan Food Court for granting us permission to conduct this research, and the MSMEs at the Grand City Food Court for their willingness to assist us in requesting data for this research.
Thank you.
Volume Penelitian.
Ghalia Plano Clark.
, & Creswell.
Understanding Research: A ConsumerAos Guide.
MA: Pearson.
Boston.
Robinson.
Wysocka.
, & Hand.
Internet Advertising Effectiveness: The Effect of Design on Click-through Rates For Banner Ads.
International Journal of Advertising, 26.
, 527Ae541.
Ryan.
, & Jones.
Understanding Digital Marketing:
Marketing Strategies Engaging the Digital Generation.
Kogan Page.
London
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