Digital Marketing and Product Quality as Determinants of MSME Sales Performance in Manokwari Regency
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Abstract
This study examined the effects of digital marketing and product quality on MSME sales performance in Manokwari Regency. A quantitative explanatory design was employed, involving 125 MSME owners selected through purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using validity and reliability tests, regression diagnostic tests, and multiple linear regression. Digital marketing had a positive and significant effect on sales performance (B = 0.276; t = 2.035; p = 0.044), whereas product quality had a negative and significant effect (B = -0.261; t = -2.328; p = 0.022). The regression model was statistically significant (F = 5.863; p = 0.004), although its explanatory power was modest (R² = 0.088; adjusted R² = 0.073). These findings highlight the importance of expanding digital market reach while ensuring that product-quality improvements remain aligned with consumer preferences, affordability, and local market conditions.
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