The Influence of Marketing Mix, Innovation, and Digital Branding on the Marketing Performance of MSMEs in Indonesia

Abstract

This study investigates the influence of the marketing mix, innovation, and digital branding on the marketing performance of Micro, Small, and Medium Enterprises (MSMEs) in Indonesia. Using a quantitative approach, data were collected from 175 MSME owners and managers through a Likert-scale questionnaire. The data were analyzed using SPSS version 25, including validity and reliability testing, classical assumption testing, and multiple linear regression analysis. The results reveal that the marketing mix, innovation, and digital branding each have a significant and positive effect on marketing performance, with digital branding showing the strongest influence. The three variables collectively explain 61.2% of the variation in marketing performance, indicating the importance of integrating strategic marketing activities, continuous innovation, and strong digital branding in enhancing MSME competitiveness. This study contributes to the understanding of digital-based marketing strategies and offers practical insights for MSMEs in strengthening their market presence in an increasingly digitalized business environment.