el-Amwal: Jurnal Ekonomi dan Keuangan Syariah

Volume 5 , No. 2, Tahun 2022

E ISSN: 2615-0735

THE INFLUENCE OF DIGITAL MARKETING ON SHARIA MSME

INCOME (STUDY OF SHARIA MSMEs IN DELI SERDANG
REGENCY)

Muhammad Hafizh1, Purnama Ramadani Silalahi2

1 Universitas Malikussaleh, Indonesia
2 Universitas Islam Negeri Sumatera Utara,Indonesia

Corresponding Author:
Nama Penulis: Muhammad Hafizh
E-mail: [email protected]

Abstract
The use of digital marketing during the pandemic is very helpful for SMEs in
developing their business. The purpose of this study was to determine the effect
of digital marketing on MSME business actors in Deli Serdang district. The study
used quantitative methods with questionnaire data collection distributed using
the G-form. The results of this study indicate that digital marketing has a
significant effect on the income of Sharia MSMEs in Deli Serdang district. The
implication of this research are that with digital marketing, businesses get the
opportunity to maintain good relations with customers, expanding market
access for their business progress.

Key words: Digital, Marketing, Revenue, Sharia MSME

Abstrak

Pemanfaatan digital marketing di masa pandemi sangat membantu UKM dalam

mengembangkan usahanya. Tujuan dari penelitian ini adalah untuk mengetahui
pengaruh digital marketing pada pelaku usaha UMKM di kabupaten Deli
Serdang. Penelitian ini menggunakan metode kuantitatif dengan pengumpulan
data kuesioner yang disebarkan menggunakan G-form. Hasil penelitian ini
menunjukkan bahwa digital marketing berpengaruh signifikan terhadap
pendapatan UMKM di kabupaten Deli Serdang. Implikasi dari penelitian ini
adalah dengan digital marketing, pelaku usaha mendapatkan kesempatan
untuk menjaga hubungan baik dengan pelanggan, memperluas akses pasar
untuk kemajuan usahanya.
Kata kunci: Digital, Pemasaran, Pendapatan, UMKM Syariah

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Preliminary
Currently the development of technology is growing rapidly marked by the
number of people using technology to help their work. With the use of this
technology, people can carry out various activities from home or office and do not
have to go into the field. By utilizing the internet, people can do various things,
for example, do socialization, communicate, read books, obtain information and
can even shop directly from home without having to leave the house (Hadi, 2020)

Figure 1. Number of Internet Users in Indonesia

Source: We Are Social, 15 Februari 2022

We Are Social reports, the number of internet users in Indonesia continues

to increase significantly. In 2021 the number of users was recorded at 202.6
million users, then increased by 1.03 percent in 2022. There were 204.7 million
internet users in Indonesia as of January 2022 (An-nur, 2022). This increase in
internet use also helps Sharia MSMEs in marketing their products amid economic
uncertainty during the Covid pandemic. That after the COVID-19 pandemic
emerged, more and more people shop online more regularly (Juniar 2021). With
this internet, MSME business actors can survive in the midst of the economic
downturn in Indonesia (An-nur, 2022). In addition to selling online, MSME
business actors also carry out promotions by utilizing the internet or commonly
referred to as digital marketing. Digital marketing is one of the marketing media
that is currently in great demand by the general public to support various activities
(Dedi Purwana ES, 2017). People are gradually shifting from conventional/traditional
marketing models to modern marketing, especially digital marketing.

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Communication and transactions can take place at any time/real time, and can be
local or global.
The use of digital marketing makes it easier for MSME actors to make
transactions without having to meet face to face. It speeds up and simplifies
transactions; consumers simply click a button to shop and select the items they are
interested in. This online shop is fast, convenient, and practical. This is what
motivates many MSME actors to enter the online shop business in order to meet
the diverse interests of consumers.

According to data from the Coordinating Ministry, Micro, Small and

Medium Enterprises (MSMEs) in Indonesia are arguably growing rapidly. The
number of MSMEs in Indonesia reached 59.2 million in 2017. MSMEs that have
used online platforms to market their products have reached 3.79 million to date.
This represents about 8% of all MSME actors in Indonesia (Febriantoro, 2018).
The government, especially the Ministry of Cooperatives and Micro, Small,
Medium Enterprises (Kemenkop UMKM) and Communication and Information
(Kemkominfo), wants to increase the number of MSME actors who use online
platforms by launching the 8 million MSME Go Online program (Kemenkop
UMKM, 2017). said that digital marketing makes it easy for MSME actors to
provide information and interact directly with consumers, be able to expand
market share, increase awareness and increase sales of MSME actors. It is the
same with ( (Kusniawan Nur Muhammad Fitra, 2020) which states that digital
marketing has an influence on the income of MSME actors in Enggal District.

The impact of the pandemic on the performance of MSMEs (Micro, Small,

and Medium Enterprises) is important to study as they contribute up to 35% to the
National Gross Domestic Product (GDP) of Indonesia (Tirtayasa, 2021). In Deli
Serdang Regency, there are Sharia MSME businesses that have utilized digital
marketing in promoting and selling their products or services. Many people
already understand the use of digital marketing because competitiveness in
business is getting tighter (Julita, 2019). The use of digital marketing that is often
used by the public is to register their business on the Gofood, Shopee, Instagram
and other promotional media applications. However, the author has not found how

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the effect of using digital marketing in increasing the income of Sharia MSME
actors in Deli Serdang Regency. The results of previous research indicate that the
use of digital marketing as a media for promotion and marketing has a very large
influence on the income of MSMEs. Therefore, the authors are interested in
discussing the theme "The Influence of Digital Marketing on Sharia MSME
Income (Study of Sharia MSMEs in Deli Serdang City".

THEORY
Micro, Small and Medium Enterprises (MSMEs)
MSMEs are the largest business group in the Indonesian economy and have
proven to be resistant to various types of shocks due to the economic crisis
(Istianti, 2021). The legal framework has set the criteria for business actors
classified as MSMEs. According to the Law of the Republic of Indonesia Number
20 of 2008 concerning Micro, Small and Medium Enterprises (MSMEs), in
accordance with the mandate of the Decree of the People's Consultative Assembly
of the Republic of Indonesia Number XVI/MPRRI/1998 concerning economic
politics in the context of economic democracy, SMEs must be empowered as an
integral part from the people's economy, with a strategic position, role, and
potential to create a more balanced economy (bi.go.id, 2022). Increasing the
growth rate of microfinance, such as government programs that provide
convenience for the micro business sector to grow (silalahi, 2022).

Digital Marketing
Digital marketing is a marketing activity that includes branding (brand
recognition) and using various web-based media such as blogs, websites, e-mail,
adwords, and social networks (Musnaini, 2020). Of course, digital marketing is
more than just internet marketing. In their journal, stated that the concept of
digital marketing started from the internet and search engines on the site. When
internet usage peaked in 2001, Google and Yahoo dominated the search engine
optimization (SEO) market. And the use of the internet for search grew in 2006,
and in 2007, the use of mobile devices increased dramatically, increasing internet
usage as people from all over the world began to connect with each other through
social media (Sri Rezeki Nasyruallah, 2021).

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RESEARCH METHODS
The method used in this research is to use quantitative research methods.
This research was conducted in Deli Serdang Regency, with the research subjects
being Small, Micro, and Medium Enterprises (MSMEs). The data processing used
in this research is using the SPSS application. The data for this study were
collected using a Google Form with questions addressed to Micro, Small and
Medium Enterprises in Deli Serdang Regency. The sample size of this study was
70 Small, Micro, and Medium Enterprises (MSMEs).

RESULTS AND DISCUSSION

Normality Test
This test is conducted to determine whether a population is normally
distributed or not. Data that is considered normal if the data is in a curve with a
slope of the left and right sides, and is not skewed to the left or right, but to the
center with a bell-like shape with close to zero. Based on the results of processing
on SPSS on the data obtained, it can be seen as shown below:

Figure 2. Histogram to test the normality of the data

Based on the figure, it shows that the data is normally distributed. This
happens because the residual point comes from data with a normal distribution

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and follows a diagonal line or a linear line. Thus, it can be concluded that the
regression has met normality.

Heteroskedastisitas Test
Heteroscedasticity test can be done if the data is homoscedastic, which is a
condition where the variance of the data is the same for all observations. If the
variance of the residuals from one observation to another remains , then it is called
homoscedasticity and if it is different then it is called heteroscedasticity. The
following are the results of the heteroscedasticity test observations:

Based on the picture above, it can be seen that the points spread randomly
and are spread both above and below the number 0 (zero) on the Y axis. It can be
concluded that there is no heteroscedasticity problem in the regression model, so
the regression model is feasible to use to determine the effect of digital marketing.
on MSME income.
Simple Regression Analysis
Coefficientsa

Unstandardized Coefficients
Model B Std. Error
1 (Constant) 4,771 1,577
Digital Marketing ,768 ,086
a. Dependent Variable: Pendapatan UMKM

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Based on the table, it can be seen that the independent variable, namely
digital marketing, has a positive effect on the dependent variable, namely MSME
income. Where every increase that occurs in the independent variable will be
followed by an increase in the dependent variable. In addition, from these results,
it can be seen that the independent variable has a fairly high percentage of 0.768
or equal to 76.8%.

Test Hipotesis
Coefficientsa

Model T Sig.
1 (Constant) 3,025 ,004
Digital Marketing 8,941 ,000
a. Dependent Variable: Pendapatan UMKM
Based on the table, it can be seen that the t-count value is 8.941 with a
significance of 5%. If the t table for the amount of data is 70 (n) and the variables
are 2, it is 1,995. Then we compare, if tcount > than ttable, then the variable is
declared significant. Because tcount for variable X (8.941) is greater than ttable
(1.995) then the decision Ha is accepted, meaning that the digital marketing
variable has a significant effect on the opinion of MSMEs.

DISCUSSION
Based on the test results above, it shows that digital marketing has an
influence on MSMEs in Deli Serdang Regency. The most frequently used social
media platforms in Indonesia as of January 2017 are Youtube (49%) and
Facebook (48%). The next position is occupied by Instagram (39%), Twitter
(38%), Whatsapp (38%), and Google (36%). The rest are occupied sequentially by
FB Messenger, Line, Linkedin, BBM, Pinterest, and Wechat Wechat (Rahmat
Setiawan, 2021).
Digital marketing is one of the media that is often used by business actors
because of the new ability of consumers to follow the flow of digitization, some
companies are gradually starting to leave the conventional marketing model and
switch to modern marketing. With digital marketing, communication and
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transactions can be done any time / real time and can be accessed all over the
world, one can also view various goods via the internet, most of the information
about various products is already available on the internet, ease of ordering and
the ability of consumers to compare one product. with other products.
This is in accordance with what was obtained by researchers in the field
that digital marketing has an influence on MSMEs in Deli Serdang Regency. The
influence of digital marketing on the sales performance of Asti Gauri MSME
products in Bantarsari Cilacap District (Andi Hendrawan, 2019). Digital
Marketing at MSMEs in Banjar Village is included in the very good category and
has a very strong correlation between variable X (Digital Marketing) and variable
Y (increased sales) (Ujang bubun, 2022). Digital marketing is seen as the best
medium as the most effective and efficient means of promotion and is able to
increase sales volume significantly (Risa ratna gumilang, 2019). The application
of digital marketing has an impact, including 1) there is an increased
understanding of the importance of technology to business; 2) increased ability in
internet technology management; 3) increase in market absorption; 4) Improved
communication skills for partners in managing websites and Social Media
Marketing, namely the ability of partners to communicate products and product
brands so that they have a list of regular customers on the website who have the
potential to purchase products on an ongoing basis (Dedy harto, 2019). That
digital marketing has a positive and significant effect on the income of Micro,
Small and Medium Enterprises (MSMEs) in Enggal sub-district. Digital
marketing is also able to increase revenue with unlimited time efficiency
(Kusniawan nur, 2020). Based on the explanation above, it can be seen that the
use of digital marketing as a promotional tool provides an increase in MSME
revenue.

CONCLUSION
Based on the results of the research above, it can be concluded that digital
marketing has a positive and significant influence on the income of Sharia
MSMEs in Deli Serdang Regency. This is indicated by the value of tcount for the
variable X (8.941) which is greater than ttable (1.995) then the decision Ha is

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accepted, meaning that the digital marketing variable has a significant effect on
the opinion of Sharia MSMEs. This research is strengthened by Sugeng Haryono,
Nurlaela (2019), “Effectiveness Use of E-Commerce Media to Increase MSME
Income Viewed from Business Ethics”. The results of the analysis have a
significant influence significant e-commerce media in retail business to increase
revenue MSMEs in Depok with Sig value = 0.000 < 0.05 and t count = 6,700.
And also strengthened research by Ida Ri’aeni (2017) “Digital Marketing
Communication Strategy for Culinary Products Traditionally, digital marketing is
now an important part significant influence of reach target consumers”
Further research is recommended to expand the analysis and improve the
limitations of this study, as well as increase the number of samples and data
collection methods in order to obtain comprehensive results.

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