THE INFLUENCE OF PRODUCT AVAILABILITY, PRODUCT INNOVATION, AND PRODUCT DIVERSIFICATION ON MSME SALES PERFORMANCE IN THE FOOD AND BEVERAGE SECTOR IN SURABAYA: THE MEDIATING ROLE OF DIGITAL LITERACY
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Abstract
This study aims to examine the influence of product availability, product innovation, and product diversification on the sales performance of micro, small, and medium enterprises (MSMEs) in the food and beverage sector in Surabaya City, with digital literacy serving as a mediating variable. The study adopts a quantitative research approach, employing purposive sampling as the sampling technique. Data were analyzed using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The sample size was determined using the Lemeshow formula, resulting in 100 respondents. Data were collected through a structured questionnaire measured using a Likert scale. The findings reveal that product availability, product innovation, product diversification, and digital literacy have a positive and significant effect on MSME sales performance in the food and beverage sector in Surabaya. Based on these results, the study recommends that MSME owners in the food and beverage sector continuously enhance product availability, strengthen product innovation, expand product diversification, and improve digital literacy to achieve better sales performance
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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