The Effect of Digital Literacy and Social Media Utilization on MSME Performance in Klungkung Regency, Bali

Liangga Putra; Dedi Muliadi; Joko Setyawan

doi:10.55047/jekombital.v4i3.1155

Authors

Liangga Putra* Institut Nalanda, Indonesia
Dedi Muliadi Institut Nalanda, Indonesia
Joko Setyawan Institut Nalanda, Indonesia

DOI:

https://doi.org/10.55047/jekombital.v4i3.1155

Keywords:

Digital Literacy, Digital Transformation, Klungkung Regency, MSME Performance, Social Media Utilization

Abstract

This study is grounded in the increasing importance of digital transformation among Micro and Small Enterprises (MSMEs) in Indonesia, particularly in tourism-based regions where competitiveness is closely tied to digital capability. Despite the rapid growth in digital adoption, many MSMEs still face challenges in effectively utilizing digital tools to enhance business performance, especially due to limited digital literacy and suboptimal use of social media. This research aims to examine the effect of digital literacy and social media utilization on MSME performance in Klungkung Regency, Bali. Using a quantitative explanatory approach, data were collected from 53 MSMEs across culinary, fashion, and craft sectors through purposive sampling. The data were analyzed using multiple linear regression with SPSS. The results indicate that digital literacy has a positive and significant effect on MSME performance, while social media utilization demonstrates a stronger and more dominant influence. Simultaneously, both variables significantly explain 59.2% of the variance in MSME performance. These findings highlight the critical role of digital capability, particularly social media optimization, in improving competitiveness and sustainability of MSMEs in tourism-based regions. This study contributes by providing empirical evidence in a relatively underexplored regional context and offers practical implications for policymakers in designing targeted digital empowerment programs.

References

Aloamaka, J. I. (2025). Entrepreneurial Finance and Crowdfunding Dynamics: Examining How Alternative Funding Mechanisms Influence Entrepreneurial Ventures. Review of Global Entrepreneurship, Finance, and Business Advancement, 1(2), 37–44. https://doi.org/10.70865/rgefba.v1i2.85

Bidasari, B., Sahrir, S., Goso, G., & Hamid, R. S. (2023). Peran Literasi Keuangan dan Literasi Digital dalam Meningkatkan Kinerja UMKM. Owner, 7(2), 1635–1645. https://doi.org/10.33395/owner.v7i2.1404

Dahman, Y., Goso, G., Sahrir, S., & Salju, S. (2023). Peran Literasi Digital, Motivasi Kerja, Kemampuan Kerja dalam Meningkatkan Kinerja Karyawan UMKM. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 6(2), 1784–1793. https://doi.org/10.36778/jesya.v6i2.1191

Falloon, G. (2020). From digital literacy to digital competence: the teacher digital competency (TDC) framework. Educational Technology Research and Development, 68(5). https://doi.org/10.1007/s11423-020-09767-4

Fan, X. (2025). Digital technology and financial capital. China Political Economy, 8(2), 158–176. https://doi.org/10.1108/CPE-12-2025-055

Farhan, M. T., Eryanto, H., & Saptono, A. (2022). Pengaruh literasi digital dan orientasi kewirausahaan terhadap kinerja usaha UMKM. TRANSEKONOMIKA: Akuntansi, Bisnis Dan Keuangan, 2(6), 35–48. https://doi.org/10.55047/transekonomika.v2i6.265

Hartanto, H. Y. (2022). Analisis Pengaruh Media Sosial terhadap Kinerja UMKM. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 9(1), 323–334. https://doi.org/10.35794/jmbi.v9i1.39254

Huda, N., Pratiwi, A., & Munandar, A. (2023). Pengaruh Literasi Keuangan dan Literasi Digital terhadap Kinerja UMKM Kota Bima. Bisnis-Net Jurnal Ekonomi Dan Bisnis, 6(1), 216–224. https://doi.org/10.46576/bn.v6i1.3324

Jurnalita, A. C. (2024). The impact of digital transformation on msme competitiveness and economic growth. Arthatama: Journal of Business Management and Accounting, 8(2), 95–106. https://lifescifi.com/journal/index.php/art/article/view/525

Lado, M. J. (2025). Living in the IT Era: A Complete Guide to Technology, Digital Literacy, and the Future of Innovation. Amazon, KDP.

Leni, P., Wardi, Y., & Rino, R. (2026). Determinants and Theoretical Perspectives of Continuance Intention in Digital Payment Services: A Systematic Literature Review. Digital Marketing, Consumer Behavior, and Economic Trends Journal, 1(4), 136–142. https://doi.org/10.70865/dmcbej.v1i4.150

Mirayani, N. K. S., Widjaya, I. G. N. O., Widyayanthi, N. P. L., Pitanatri, I. A., & Paristha, N. P. T. (2025). Festival Semarapura Tahun 2025 sebagai Event Budaya dan Ekonomi Kreatif di Kabupaten Klungkung. TOBA: Journal of Tourism, Hospitality, and Destination, 4(4), 451–459. https://doi.org/10.55123/toba.v4i4.6749

Perdana, A., & Gultom, S. E. (2026). Digital platform dynamics: exploring the paradoxical role of financial literacy in crowdlending adoption. Management Decision, 64(13), 268–298. https://doi.org/10.1108/MD-02-2025-0455

Riptiono, S. (2023). Literasi Bisnis Digital untuk Meningkatkan Kinerja Pemasaran UMKM. Pengabdian Kepada Masyarakat Indonesia SEAN (ABDIMAS SEAN), 1(2), 30–33. https://doi.org/10.58471/abdimassean.v1i02.107

Sari, M., & Umam, D. S. (2025). Opportunity Analysis of Gelora Village as a Creative-Economy-Based Supporting Tourism Destination. Bali Journal of Hospitality, Tourism and Culture Research, 3(1), 145–154. https://doi.org/10.5281/8gw2n485

Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. In Bandung: CV. Alfabeta. CV.Alfabeta.

UNESCO. (2021). International Literacy Day 2021: Literacy for a human centred-recovery: Narrowing the digital divide. UNESCO. https://unesdoc.unesco.org/ark:/48223/pf0000378649

Warsiyah, W. (2023). Analisis Kebutuhan UMKM di Era Digital terhadap Peningkatan Kinerja UMKM di Bandar Lampung. REMIK: Riset Dan E-Jurnal Manajemen Informatika Komputer, 7(3), 1650–1659. https://doi.org/10.33395/remik.v7i3.12917

Widagdo, H., & Lestari, R. B. (2023). Optimalisasi kinerja UMKM melalui pemanfaatan media sosial. Forum Bisnis Kewirausahaan, 12(2), 270–280. https://doi.org/10.35957/forbiswira.v12i2.3928

Widiastini, N. M. A., Arsa, I., Syah, A. M., & Hajarrahmah, D. (2023). How do micro, small, and medium enterprises (msmes) in bali survive the pandemic? a qualitative study in buleleng, tabanan, gianyar, and denpasar. International Journal of Professional Business Review, 8(3), e0829.

Wielgos, D. M., Homburg, C., & Kuehnl, C. (2021). Digital business capability: its impact on firm and customer performance. Journal of the Academy of Marketing Science, 49(4), 762–789. https://doi.org/10.1007/s11747-021-00771-5

Yuswono, I., Turmudhi, A., Ristianawati, Y., Praptitorini, M. D., & Salim, N. (2024). Digital marketing sebagai pengungkit kinerja UMKM. Jurnal Pengabdian Masyarakat Akademisi, 3(2), 82–88. https://doi.org/10.54099/jpma.v3i2.993