PENGARUH PAYMENT GATEWAY DAN STRATEGI PEMASARAN TERHADAP KINERJA UMKM DENGAN PENGEMBANGAN USAHA SEBAGAI VARIABEL INTERVENING (Studi pada UMKM di Kabupaten Sleman)

Abstract

The presence of a payment gateway is a new breakthrough for the public in transacting using financial services. The current needs of MSME players can be met with a shorter, easier, and affordable process with the existence of a digital platform. MSME business actors will develop well if they can take advantage of this payment gateway service compared to other business actors who do not take advantage of the conveniences provided for using the payment gateway. The purpose of this study was to determine the effect of payment gateways and marketing strategies on the performance of MSMEs with business development as an intervening variable. This research adopts the Technology, Organization, and Environment (TOE) model and the Diffusion on Innovation (DOI) model. This study uses primary data by distributing questionnaires off line. Respondents in this study were 100 MSMEs in Sleman Regency who had run their business for at least 5 years and had used one of the payment gateway services. The tool used in this study is the SPSS Statistic 21 program. The results of this study indicate that payment gateways have a positive and significant effect on business development, marketing strategies have a positive and significant effect on business development, payment gateways have an indirect effect on performance mediated by business development. , and marketing strategy has an indirect effect on performance mediated by business development.