THE MEDIATING EFFECT OF QRIS ON THE RELATION BETWEEN DIGITAL MARKETING AND PRODUCT INNOVATION ON BUSINESS PERFORMANCE (Study on Batik Business in Yogyakarta)

Devina, Nabiila Mega (2024) THE MEDIATING EFFECT OF QRIS ON THE RELATION BETWEEN DIGITAL MARKETING AND PRODUCT INNOVATION ON BUSINESS PERFORMANCE (Study on Batik Business in Yogyakarta). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

Batik MSMEs (Micro, Small, and Medium Enterprises) in Yogyakarta,
rooted in Indonesia’s cultural heritage, face growing challenges to remain
competitive in the digital era. This study explores how QRIS (Quick Response Code
Indonesian Standard) mediates the relationship between digital marketing and
product innovation on business performance. It aims to provide actionable insights
to help Batik MSMEs embrace innovation and improve their competitiveness. This
study used quantitative approach with explanatory research design, which data were
collected through questionnaires from Batik MSMEs in Yogyakarta. The findings
reveal both digital marketing and product innovation significantly and positively
affect QRIS usage and business performance. Furthermore, QRIS mediates the
relationship between these variables and enhances their impact on business
outcomes. These results highlight the importance of QRIS adoption in optimizing
the synergy between digital marketing and product innovation to improve business
performance. This study offers valuable insights for Batik MSMEs, encouraging
the integration of digital tools to foster sustainability and growth in the creative
economy sector.
Keywords: QRIS, Digital Marketing, Product Innovation, Business Performance,
Batik MSMEs

Item Type:	Thesis (Undergraduate)
Subjects:	Social Science and Political Science
Divisions:	Faculty of Social and Political Sciences > Department of Business Administration
Depositing User:	diana nirwani
Date Deposited:	03 Jan 2025 02:43
Last Modified:	03 Jan 2025 02:43
URI:	https://eprints2.undip.ac.id/id/eprint/29023

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