Analysis of the Influence of Marketing Strategy on the Acceleration of Micro and Small Business Growth

Abstract

This study aims to analyze the influence of marketing strategies on accelerating the growth of Micro and Small Enterprises (MSEs) in Lampung Province. The study is based on the important role of MSEs in the national economy, but they still face various obstacles such as limited market access, low digital literacy, and weak implementation of effective marketing strategies. This study uses a quantitative approach with an explanatory survey method. Primary data were obtained by distributing questionnaires to 100 MSEs in four main districts/cities, while data analysis was conducted using simple linear regression with the help of SPSS version 26. The results show that marketing strategies have a positive and significant effect on accelerating business growth. The implementation of good marketing strategies, both conventional and digital, has been proven to increase turnover, expand market reach, and strengthen the competitiveness of MSEs. These findings emphasize the importance of technology-based marketing planning and customer value. The implications of this study emphasize the need to improve the managerial capacity of MSEs, adopt digital technology, and support government policies to strengthen a sustainable digital marketing ecosystem in Lampung Province.