Linking Innovation and Literacy to MSME Performance via Digital Marketing

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Analysis reveals digital marketing enhances msme performance by linking financial literacy and product innovation.

Digital marketing significantly boosts msme performance, acting as a full mediator between financial literacy and product innovation.
The study involved 250 msme actors and applied structural equation modeling to analyze the data effectively.
Product innovation and financial literacy each positively influence digital marketing, which in turn enhances overall performance.
Findings emphasize integrating financial literacy and innovation with digital marketing to foster msme growth in the region.

Pasaribu et al. (2025) studied this question.

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