THE EFFECT OF THE USE OF SOCIAL MEDIA, DIGITAL PAYMENTS (QRIS) AND DIGITAL MARKETING ON MSME PERFORMANCE

Authors

  • Ayu Safitri Universitas Riau
  • Ria Nelly Sari Universitas Riau
  • Raisya Zenita Universitas Riau
  • Mayla Khoiriyah Universitas Riau

Abstract

The development of digital technology encourages MSMEs to use the latest business models. With the development of technology and collaborated with government policies, it is expected to improve the performance of MSMEs. This research contains the use of digital technology in MSMEs. This study aims to examine the effect of using social media, digital payments (QRIS) and digital marketing on the performance of culinary MSMEs in Pekanbaru City. The research location chosen was RAUN-RAUN in Pekanbaru City. This study used the census technique in determining the sample and the data was collected through a questionnaire. The data analysis method used is multiple regression analysis using SPSS version 26. The findings of the quantitative study show that the use of Social Media and Digital Payment (QRIS) has a positive and significant effect on the performance of MSMEs in Pekanbaru city. Meanwhile, Digital Payment (QRIS) has no significant effect on the performance of MSMEs in Pekanbaru city.

Keywords: Social media, QRIS, Digital Marketing

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Published

2024-01-19

How to Cite

Safitri, A., Sari, R. N., Zenita, R., & Khoiriyah, M. (2024). THE EFFECT OF THE USE OF SOCIAL MEDIA, DIGITAL PAYMENTS (QRIS) AND DIGITAL MARKETING ON MSME PERFORMANCE . Riau International Conference on Economics, Business and Accounting, 1(1, Januari), 126–138. Retrieved from https://riceba.prosiding.unri.ac.id/index.php/riceba-prosiding/article/view/71

Issue

Vol. 1 No. 1, Januari (2024): The 1 st Proceeding Riau International Conference on Economic Business and Accounting (RICEBA)

Section

Articles