The Influence of Digital Literacy on Marketing Performance (Survey on Handicraft Entrepreneurs in Rajapolah, Tasikmalaya)

Abstract

This study aims to analyze the influence of digital literacy on marketing performance in handicraft entrepreneurs in Rajapolah, Tasikmalaya. Small and medium enterprises (MSMEs) in the handicraft sector are experiencing various challenges, including low digital literacy which has an impact on marketing performance. This study uses a quantitative method with a causal associative approach. Data collection was carried out through a survey using a questionnaire distributed to 50 small and medium enterprises (MSMEs) handicrafts in Rajapolah, Tasikmalaya. A simple regression analysis shows that digital literacy has a significant effect on improving marketing performance. The results of this study give implications that increasing digital literacy can help MSMEs in expanding the market, increasing competitiveness, and improving marketing performance. It has been proven to increase their promotional effectiveness and market competitiveness, which ultimately has an impact on business growth. This research highlights the importance of digitalization strategies to improve the marketing performance of MSMEs in the handicraft sector.

Keywords: Digital Literacy, Marketing Performance, Small and Medium Enterprises (MSMEs)