STRATEGY FOR UTILIZING DIGITALIZATION TECHNOLOGY AND INNOVATION IN DRIVING SALES GROWTH OF CULINARY MSMES IN KENDAL REGENCY

Abstract

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 obtained from 100 culinary MSME operators via online questionnaires. IBM SPSS 25 was utilized to analyze the data using multiple linear regression. The findings show that each of the following variables significantly increases sales growth: food delivery apps (2.119), digital payments (2.996), innovation (3.409), and digital marketing (t-value 2.792). These four factors have a substantial impact at the same time, accounting for 58.4% of the growth in sales. The study implies that culinary MSME operators in Kendal Regency need to integrate digital marketing, food delivery applications, digital payments, and product innovation into a unified business strategy. Recommendations include maximizing WhatsApp for promotion and communication, utilizing ShopeeFood to expand order reach, maintaining QRIS for easy, fast, and efficient transactions, and prioritizing product innovation through menu variant development, quality improvement, packaging updates, and service tailored to consumer needs.