EXPLORATION OF THE IMPACT OF DIGITAL MARKETING STRATEGIES ON ENTREPRENEURIAL DEVELOPMENT AND ITS IMPLICATIONS FOR THE EFFECTIVENESS OF OPERATIONS MANAGEMENT IN INDONESIAN MSMEs

Abstract

The purpose of this study is to explore the relationship between digital marketing strategies, entrepreneurial development, and operations management effectiveness among Indonesian MSMEs. The method in this study is survey research with a quantitative approach, assessment based on numbers using statistical calculations. In this study, a sample of 1 was used.00 respondents using the Lemeshow formula. Data were processed using the SEM, Smart PLS, 3.0 methods. The results of the study showed that StDigital Marketing strategy directly has a significant effect on the development of entrepreneurship in Indonesian MSMEs, obtained a t-statistic value of 123.912> t-table 1.660 and P-value 0.000 <0.05. While the marketing strategy directly has a positive and significant effect on the effectiveness of operations management obtained t-statistic 67.445> 1.660 and P-value 0.000 <0.05. Which means that digital marketing strategies provide MSMEs in Indonesia with great opportunities to grow and develop, and digital marketing strategies have a direct impact on the effectiveness of operations management. By utilizing better digital marketing data, automation, and collaboration, MSMEs can improve operational efficiency, reduce costs, and accelerate the scale of their business