THE ROLE OF LANGUAGE IN DIGITAL MARKETING STRATEGIES TO IMPROVE THE PERFORMANCE OF MICRO, SMALL, AND MEDIUM ENTERPRISES (MSMES) IN MAROS REGENCY
DOI:
https://doi.org/10.31851/adkx5n74Keywords:
language, digital marketing, MSME performance, digital content, social mediaAbstract
This study examines the role of language in digital marketing strategies and its impact on the performance of Micro, Small, and Medium Enterprises (MSMEs) in Maros Regency. Language plays a vital role in creating persuasive communication, attracting audiences, and maintaining customer relationships in digital platforms. However, many MSME actors still face challenges in utilizing effective and engaging language in their digital content. This research employed a quantitative approach using a survey method involving 60 MSME actors selected through purposive sampling, with criteria including at least one year of business operation and active use of social media for promotion. Data were collected through Likert-scale questionnaires and analyzed using validity, reliability, classical assumption tests, and multiple linear regression. The results indicate that digital marketing variables have a positive and significant effect on MSME performance, with the linguistic quality of digital content as the most dominant factor. The coefficient of determination (R²) of 0.643 shows that digital marketing accounts for 64.3% of the variation in MSME performance. These findings emphasize the importance of strategic language use in enhancing digital marketing effectiveness and improving MSME competitiveness.
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