Enhancing Sales Performance and Business Sustainability of MSMEs through Digital Marketing Practices

Abstract

This study aims to investigate the effect of digital marketing variables on sales performance and business sustainability. This study employs quantitative methodologies and employs Structural Equation Modelling for data analysis. The procedure for selecting samples using convenience sampling techniques. 227 MSMEs respondents in the Andhra Pradesh State were provided online questionnaires, and the returned questionnaires were reviewed. Data analysis reveals that digital marketing had a positive and significant effect on the sales performance and business sustainability. There are many different channels that can be utilised for digital marketing, such as the web, search engine optimization (SEO), social media, and others. According to the findings, one of the digital channels that is utilised the most frequently by MSMEs is social media. And describe the results of a rise in the number of sales made by SMEs. The findings of this study can help MSME actors improve their business performance by focusing on aspects of MSME digitization and MSME entrepreneurs' financial literacy.