The Influence of Digital Marketing Literacy dan Financial Literacy on the Sustainability of MSMEs incorporated in Sibakul Jogja with MSME Performance as a mediating variable

Digital Marketing Literacy, Financial Literacy, Sustainability UMKM, dan Performance UMKM

Abstrak

This research aims to determine the influence of Digital Marketing Literacy and Financial Literacy on the Sustainability of MSMEs incorporated in Sibakul Jogja with MPerformance UMKM as a Mediating Variable. The population in this study was the Yogyakarta Special Region
(DIY) Cooperatives and SMEs Service. The sample in this research consisted of 64 MSME actors. The data analysis technique in this research is quantitative analysis expressed by numbers and calculations using the SmartPLS program. The results of this research show that Digital marketing literacy (X1) has a significant positive effect on the performance of MSMEs (Z), Digital marketing literacy (X1) has a significant positive effect on the sustainability of MSMEs (Y), Financial literacy (X2) has no significant positive effect on the performance of MSMEs ( Y),
Financial literacy (X2) has a significant positive effect on the sustainability of MSMEs (Y),
Performance of MSMEs (Z) has no significant positive effect on the sustainability of MSMEs (Y).
The results of this research suggest that the government can provide training to MSMEs on a regular basis.
Keywords: Digital Marketing literacy, Financial Literacy, Sustainability UMKM and
Performance UMKM