Suhaida, Relly (2023) Pengaruh Digital Marketing Terhadap Peningkatan Pendapatan Umkm Perspektif Ekonomi Syariah Kecamatan Bukit Raya Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research was motivated by the rapid globalization trend that has accelerated the development of technology towards an increasingly digital direction. This was where opportunities could be seized by entrepreneurs to penetrate the digital marketing market for the improvement of the revenue of Micro and Small Medium Enterprises (MSMEs) in the Bukit Raya sub-district of Pekanbaru City. The aim of this research was to determine the influence of digital marketing on the increase in revenue of MSMEs in the Bukit Raya sub-district of Pekanbaru City from the perspective of Sharia economics. The subjects of this research were MSME actors in the Bukit Raya sub-district of Pekanbaru City. The research method employed a quantitative approach. The data sources included primary and secondary data. The sample was selected using purposive sampling, with a total of 96 individuals. The data collection technique utilized questionnaires. In analyzing the data, simple linear regression analysis was used, and the calculations were performed using SPSS version 22. The partial test results showed a significant influence of digital marketing on the increase in revenue for MSMEs. This was evident from the t-value (5.972), which was greater than the critical t-value (1.984). This indicated that, in partial terms, the variable X (Digital Marketing) has an effect on the variable Y (Increase in Revenue). The research also revealed a correlation coefficient value of 0.667, which, when converted to a percentage, was 66.7%. This falls into the category of having a fairly strong relationship between Digital Marketing and the Increase in Revenue for MSMEs. Additionally, the coefficient of determination was found to be 0.445, or 44.5% when converted to a percentage.

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