The Role of Digital Marketing in Enhancing the Sales Performance of MSMEs in Lamongan Regency, East Java

Abstract

This study aims to empirically examine and analyze the role and influence of digital marketing on the sales performance of Micro, Small, and Medium Enterprises (MSMEs) in Lamongan Regency, East Java. Digital marketing is measured through five primary dimensions: content marketing, social media marketing, digital promotion, consumer interaction, and marketplace utilization. The research adopts a causal associative quantitative approach employing a purposive sampling technique involving 74 MSME entrepreneurs across various business sectors. Data analysis was conducted using linear regression in SPSS. The findings indicate that, simultaneously, digital marketing significantly affects MSME sales performance with an F-value of 27.421 (p = 0.000) and a coefficient of determination (R²) of 0.668. Partially, marketplace utilization exerts the most dominant effect (t = 3.116; p = 0.003), followed by social media marketing. These results highlight the critical necessity of an integrated omnichannel approach and e-commerce platform adoption in accelerating revenue growth and broadening market access for regional MSMEs.