STRATEGY FOR UTILIZING DIGITALIZATION TECHNOLOGY AND INNOVATION IN DRIVING SALES GROWTH OF CULINARY MSMES IN KENDAL REGENCY
By combining the Technology Acceptance Model and the Diffusion of Innovation Theory, this study seeks to investigate how digital marketing, food delivery apps, digital payments, and product innovation affect the sales growth of culinary MSMEs in Kendal Regency. A quantitative approach was employed, utilizing valid data...