The role of employee productivity through digitalization in increasing the performance of culinary SMEs

Abstract

SMEs are one of the supporting aspects that have a big impact on the Indonesian economy. This research aims to see: 1) the influence of employee performance; 2) the influence of the use of digital marketing media, and 3) the influence of employee performance through the use of digital marketing media on increasing sales of culinary SMEs in the city of Makassar. The research results found that: 1) employee productivity has a positive and significant influence on improving SME performance. 2.) The use of digital marketing media does not have a direct influence on improving the performance of culinary SMEs in the city of Makassar, however 3) employee productivity through the use of digital marketing media will have a greater influence on improving the performance of these SMEs. Thus, it can be concluded that digital marketing media moderates the role of employee productivity in improving the performance of culinary SMEs in the city of Makassar.