THE INFLUENCE OF DIGITAL MARKETING ON MSMEs BUSINESS PERFORMANCE DURING THE COVID-19 PANDEMIC IN NORTH MINAHASA

Abstract

During the pandemic, researchers were interested in doing this research, because this study aims to find out the influence digital marketing has on MSMEs business performance. This type of research is a descriptive analysis approach, using quantitative research methods. The number of samples taken in this research amounted to 98 respondents, they are MSMEs business actors in North Minahasa, especially those in Airmadidi and Kalawat Districts. The sampling technique used in this research is purposive sampling and the data collection instrument is the distribution of Questionnaires via Google Form. In testing and analyzing the data obtained, the researcher used SPSS 26 to process the data. Based on the results obtained in this research, it shows that Social Media Marketing (X₁) and Content Marketing (X₂) simultaneously have a positive effect on MSMEs Business Performance (Y). Also, Social Media Marketing (X₁) and Content Marketing (X₂) each partially have a positive and significant influence on MSMEs Business Performance (Y).

Keywords: social media marketing, content marketing, MSMEs business performance.