The Influence of Digital Marketing and QRIS Usage on MSME Revenue Growth in Padang City
DOI:
https://doi.org/10.63541/bbnmf203Keywords:
Digital Marketing, Income, MSMEs, QRISAbstract
This study aims to analyze the relationship between digital marketing, the use of the Quick Response Code Indonesian Standard (QRIS), and the income of MSMEs in Padang City. The study employs a quantitative approach with an explanatory survey design. Data were collected in May 2025 via questionnaires administered to 100 MSME owners selected through purposive sampling. Respondents had utilized digital marketing for at least six months and offered QRIS as a payment method. Data were analyzed using multiple linear regression with SPSS version 20. The results indicate that digital marketing does not have a significant relationship with the income scores reported by respondents (p = 0.124), whereas QRIS usage shows a positive and significant relationship (β = 0.555; p < 0.001). Both variables are jointly significant within the regression model (p < 0.001), with an adjusted R² value of 0.536; thus, the model explains 53.6% of the variation in income scores. These findings suggest that QRIS usage has a stronger relationship with the outcomes reported by respondents than digital marketing does. Since the outcomes were measured based on perceptions within the questionnaire, the results do not reflect changes in actual revenue or indicate a causal relationship.
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