The Influence of Digital Loans, E-Commerce Marketing, and Business Location on MSME Performance in Malang City toward Indonesia Emas 2045

Abstract

Purpose: This study investigates the effect of digital financing, e-commerce marketing, and business location on the performance of micro, small, and medium enterprises (MSMEs) in Malang City. Indicators of MSME performance include sales growth, customer reach, and operational efficiency. Guided by the Resource-Based View (RBV) theory, the study also examines the combined influence of these factors on MSME performance. Design/Methodology/Approach: The research employed a quantitative design with a descriptive approach. Data were collected from 200 MSME actors in Malang City through online (Google Forms) and offline surveys. The sample size was determined using the Malhotra formula. Responses were measured on a five-point Likert scale, and data were analyzed using SmartPLS to assess convergent validity, R², and hypothesis testing (t- and F-tests). Findings: The results show that e-commerce marketing (t = 2.770, p = 0.006) and business location (t = 5.582, p = 0.000) significantly and positively affect MSME performance. However, digital financing access does not have a significant impact (p = 0.282). Together, these three variables explain 30% of the variance in MSME performance. Theoretical Implications: By applying the RBV framework, this study contributes to the understanding of how intangible resources (digital tools and marketing) and tangible resources (location) shape MSME competitiveness and performance. Practical implications: The findings highlight the importance for MSME actors to prioritize e-commerce marketing and strategic business locations to strengthen competitiveness. Policymakers and financial institutions should also improve financial literacy programs and facilitate technology adoption to enhance the effectiveness of digital financing. Originality/Value: This study provides novel insights into MSMEs in Malang City by integrating RBV theory with digital financing, e-commerce, and location factors. Unlike prior research that treats these variables separately, this study tests their individual and combined effects on MSME performance. Research limitations/Implications: The study is limited to MSMEs in Malang City, which may restrict generalizability. Future research could expand the scope to other regions, explore moderating variables such as digital literacy, and apply longitudinal designs to capture performance over time.