The Effect of Digital Marketing on the Income of Wooden Batik Micro and Small Enterprises in Krebet Hamlet, Bantul Regency

Abstract

Digital marketing offers micro and small enterprises opportunities to expand market reach, increase consumer engagement, and strengthen competitiveness. Some wooden batik business owners in Krebet Hamlet, Bantul Regency, already use social media; however, not all have optimized digital media as a marketing channel. This study aims to analyze the effect of digital marketing on income. The study employed a quantitative survey approach using purposive sampling. The sample consisted of 57 wooden batik micro and small enterprise (MSE) owners in Krebet who use social media and the Shopee marketplace and are members of the Sido Katon Cooperative in Krebet Hamlet. Data were collected through questionnaires, observation, and a literature review. Simple linear regression analysis was used to determine the magnitude of the effect of digital marketing on business income. The results show that digital marketing affects business income. This study is expected to provide empirical evidence that implementing digital marketing can increase the income of MSE owners by expanding market access, improving promotional effectiveness, strengthening customer relationships, and reducing marketing costs. A limitation of this study is that it analyzes only one variable, namely digital marketing, as a determinant of income, whereas other variables such as business capital, skills, education, and knowledge may be examined in future research. The findings are expected to provide a basis for local governments, academics, and business owners to formulate human resource capacity-building strategies through the development of digital marketing competencies to support the sustainability of micro and small enterprises.