PENGARUH INTENSITAS KEGIATAN PELATIHAN PEMASARAN DIGITAL, INTENSITAS KOMUNIKASI PENDAMPINGAN TERHADAP OMZET PENJUALAN UMKM DI KOTA SEMARANG DI MEDIASI TINGKAT APLIKASI PEMASARAN DIGITAL

Abstract

MSME’s had a large contribution in economic movements in indonesia, because the government's covid-19 had an impact on reducing the sales turnover of MSMEs, including MSMEs in semarang city. The MSME office conducted efforts to program digital marketing training activities and mentoring communications. The purpose of this studied was to determine the influence of the intensity of digital marketing training activities and the intensity of mentoring communication to MSME sales turnover was mediated by the level of digital marketing applications. This researched was conduct used quantitative methods used questionnaires on 50 respondents of msme actors in November 2022. This researched used the richness media theory that success in an organization was influenced by the ability to managed the wealth of information obtained for organizational success and used the path analysis method. The results of statistical testing that had been carried out in this studied showed that the intensity of digital marketing training had a significant positive effect on sales turnover, then the intensity of digital marketing training had a significant positive effect on sales turnover mediated by the leveled of digital marketing applications, furthermore, the intensity of mentoring communication had a significant positive effect on sales turnover, then the intensity of mentoring communication had a significant positive effect on sales turnover mediated by the leveled of digital marketing applications. Then, the intensity of digital marketing training and the intensity of mentoring communication had a significant positive effect on sales turnover and the intensity of digital marketing training and the variable intensity of mentoring communication had a significant positive effect on sales turnover mediated by the leveled of digital marketing application. In addition, researched related to digital marketing could encouraged msmes have been able to innovate and been creative so that in the end the digitalization of msmes would made the digital economy in indonesia the largest in the Southeast Asia. The practical effect of the following studied was its ability have been used as a reference for government in both the executive and legislative realms. Regarding the development of Human Resources (HR) competencies, the government could released the National Digital Literacy Program "Indonesia Makin Cakap Digital"