The Role of Digital Marketing-Based Entrepreneurial Resilience in Improving the Marketing Performance of Batik Tulis MSMEs in Barlingmascakeb

Abstract

Written batik MSMEs are one of the leading sectors that have long been part of the community's culture and economy. However, the challenges faced by written batik MSMEs in this digital era are increasingly complex, ranging from fierce competition to changing consumer preferences. This study aims to explore the role of digital marketing-based entrepreneurial resilience in improving the marketing performance of written batik MSMEs in Barlingmascakeb. This type of research is quantitative research, using the purposive sampling technique as a sample determination. The number of samples was 100 and multiple linear regression was used as the analysis method. The result of this study is that the resilience of digital marketing-based entrepreneurship has an effect on marketing performance. This can be seen from the significant value of 0.000 which is smaller than the alpha value of 0.05.