Enhancing Batik Business Income through Digital Marketing and Entrepreneurship Orientation in Banyuwangi Regency

Yeni Hilma Dwiyanti; Dian Rizqi Nur Amalia; Estu Handayani

doi:10.30741/wiga.v12i4.867

Authors

Yeni Hilma Dwiyanti Universitas Bakti Indonesia
Dian Rizqi Nur Amalia Universitas Bakti Indonesia
Estu Handayani Universitas Bakti Indonesia

DOI:

https://doi.org/10.30741/wiga.v12i4.867

Keywords:

Digital Marketing, Income, Innovation, Proactiveness, Risk Taking

Abstract

This article aims to analyze the increase in income through digital marketing and entrepreneurial orientation consisting of innovation, proactiveness, and risk-taking for batik business actors in Banyuwangi Regency. Sampling was done using the purposive sampling method and obtained as many as 30 respondents as samples. Multiple linear regression analysis was used as the analytical method in this article. The results are that the digital marketing, innovation, proactive, and risk-taking variables positively affect the income variable. Digital marketing, innovation, proactive, and risk-taking variables can affect income variables. This shows that the increase in the income of batik business actors in Banyuwangi Regency can be influenced by digital marketing and entrepreneurial orientation, which consists of innovation, proactiveness, and risk-taking.

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