Pengaruh Literasi Keuangan dan Strategi Pemasaran Digital terhadap Pertumbuhan Usaha Mikro di Kota Makassar

The Impact of Financial Literacy and Digital Marketing Strategies on the Growth of Micro Enterprises in Makassar

Abstract

This article presents a quantitative research design and a worked example of reporting the association of financial literacy and digital marketing strategy with microenterprise growth in Makassar City. Financial literacy is an eight-item knowledge score (0–100), digital marketing strategy is the mean of six practice items (1–5), and growth is the annual percentage change in turnover. Multiple linear regression on the simulated data produces a financial literacy coefficient of 0.169 (p < .001), a digital marketing coefficient of 4.847 (p < .001), R² = .410, and F(2, 297) = 103.08. In this illustrative model, a ten-point difference in financial knowledge corresponds to 1.69 percentage points of turnover growth; a one-point difference in marketing practices corresponds to 4.85 percentage points, holding the other predictor constant. These synthetic findings demonstrate an accounting and management research design, but they do not establish an empirical relationship for businesses in Makassar. The article specifies procedures for a real survey, measurement checks, and limits on causal interpretation.