THE INFLUENCE OF DIGITAL ECONOMY ON INCREASING TURNOVER OF MSMES IN MATARAM CITY WITH INTERNET UNDERSTANDING AS A MODERATING VARIABLE

Abstract

This study aims to determine whether there is an influence of the digital economy on increasing the turnover of MSMEs in Mataram City. By taking data from 100 MSMEs with a sample using the Random Sampling technique and processed using SPSS software version 26. The results of this study indicate that the digital economy has a significant effect on increasing the turnover of MSMEs in Mataram City. With the digital economy, business actors can expand the marketing of business products through online marketing such as e-commerce, and online payments. In addition, the digital economy can improve business efficiency, service and communication with customers. The digital economy also facilitates sales data collection and data analysis as a basis for product innovation that can directly increase business turnover. In addition, internet understanding moderates the relationship between the digital economy and increasing MSME turnover with the type of Quasi Moderation. With internet understanding, business actors can share information and knowledge so that they can increase the use of the digital economy such as the use of online marketing, e-commerce, access to market information. The use of the digital economy also really requires easy and affordable internet access.