Pengaruh Kompetensi Sumber Daya Manusia dan Adopsi Digital Marketing terhadap Pertumbuhan Usaha UMKM di Kabupaten Aceh Tenggara

Sopira Qori Amalia; Rafly Anandsyah

doi:10.61132/nuansa.v4i2.2699

Authors

Sopira Qori Amalia Universitas Gunung Leuser, Aceh
Rafly Anandsyah Universitas Gunung Leuser, Aceh

DOI:

https://doi.org/10.61132/nuansa.v4i2.2699

Keywords:

Business Growth, Digital Marketing Adoption, HR Competence, MSMEs, Southeast Aceh Regency

Abstract

This study aims to analyze the effect of Human Resource Competence and Digital Marketing Adoption on the Growth of Micro, Small, and Medium Enterprises (MSMEs) in Southeast Aceh Regency. Employing a causal quantitative approach with a survey design, data were collected through structured questionnaires from 120 MSME owners selected using a purposive sampling technique. Data were analyzed using multiple linear regression via IBM SPSS Statistics version 26.0. The results indicate that Human Resource Competence and Digital Marketing Adoption, both partially and simultaneously, have a positive and significant effect on MSME Business Growth. The adoption of digital marketing demonstrates a slightly more dominant contribution compared to human resource competence in accelerating sales turnover and market reach. Together, these two variables account for of the variance in business growth, while the remainder is influenced by external factors. The implications of this study emphasize that regional MSME acceleration strategies require an integrated approach combining human capital enhancement with technical assistance in digital marketing platforms. Local governments are expected to design digital-based business incubations to support MSME sustainability in Southeast Aceh Regency.

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