Abstract :
This study aims to analyze the effects of digital marketing and financial inclusion on business sustainability through marketing performance. MSME’s are required to be able to adapt to new adaptations and communicate products intensively in marketing to be able to reach consumers directly and reduce costs for the sustainability of their business. This research is a survey research. The population was culinary MSME’s in Surakarta. Data collection using a questionnaire. The sampling technique used purposive sampling, culinary MSME’s as 75 respondents. Validity testing used Confirmatory Factor Analysis (CFA), and Cronbach's Alpha for reliability testing. Data analysis used the Structural Equation Model (SEM) with Partial Least Squares (PLS). The results show digital marketing and financial inclusion have an effect on business sustainability through marketing performance. Digital marketing and financial inclusion help MSME’s to promote and market products and be able to expand markets that were previously limited, so that MSME’s can survive a pandemic and can increase market growth in encouraging the national economic recovery process.
Keyword :
Digital marketing, financial inclusion, marketing performance, and business sustainability.