The Influence of Digital Marketing, Access to Capital, and Financial Management on the Competitiveness of MSMEs Products in the Regency/City of Tasikmalaya

Abstract

Micro, Small and Medium Enterprises or MSMEs have proven to be the spearhead of the Indonesian economy at the national, regional, and regional levels, including in the Regency/City of Tasikmalaya. The sustainability of MSMEs is a success in business ventures. This can be seen from the digital marketing strategy, financial management, and access to capital, which are the determining factors for the competitiveness of MSMEs products. This study aims to determine the effect of digital marketing, access to capital, and financial management on product competitiveness in Tasikmalaya Regency/City. It can be used as supporting and evaluation material in planning activities and policy planning, increasing MSMEs product competitiveness in Tasikmalaya Regency/City. The research method used quantitative research using a questionnaire instrument distributed to MSMEs actors in the Tasikmalaya Regency/City with 74 respondents. The data analysis technique used is multiple linear regression with the help of the SPSS program. The study results show that digital marketing, access to capital, and financial management positively affect product competitiveness in Tasikmalaya Regency/City.