THE ROLE OF DIGITAL MARKETING AND BUSINESS CAPITAL IN INCREASING INCOME OF MSMES IN DENPASAR CITY IN THE CONDITIONS OF COVID-19

Abstract

This study aims to determine the role of digital marketing and business capital in increasing Denpasar city income amid Covid-19. This study used 100 respondents who were selected using random sampling spread in Denpasar City, then the data were analyzed using multiple linear regression. The results of the simultaneous analysis show that the variables of digital marketing and business capital have a significant effect on increasing the income of MSMEs in Denpasar City. Meanwhile, the results of the partial analysis of digital marketing and business capital variables have a significant effect on increasing MSME income in Denpasar City. Digital Marketing is the dominant variable that affects the increase in income, so people will find it easier to get information about the products being sold so that the buying and selling transaction process increases. Purchases will increase and income will increase. Once with business capital, the higher the capital will increase the amount of additional production, thereby increasing income.

Keywords

• msmes
• digital marketing
• business capital
• increased income