PENGARUH DIGITALISASI DAN INOVASI PRODUK TERHADAP PENDAPATAN UMKM SEKTOR KULINER DI KOTA JAMBI ( aSTUDI KASUS KECAMATAN KOTA BARU)

This study aims to analyze the development of digitalization and product innovation as well as to examine the impact of digitalization and product innovation on the income of culinary SMEs in Kota Baru District, Jambi City. The research uses a quantitative approach with a causal associative method. The research population consists of 2,045 culinary SMEs, and the sample includes 96 respondents determined using Slovin's formula with a 10% margin of error. Primary data were collected through questionnaires and observations, while secondary data were obtained from official sources related to Jambi City SMEs. Data analysis was performed using multiple linear regression, classical assumption tests, t-tests, F-tests, and the coefficient of determination. The results show that digitalization has a positive and significant effect on SME income, with a coefficient of 0.190, a t-value of 12.466, and a significance of 0.000. Product innovation also has a positive and significant effect on SME income, with a coefficient of 0.043, t-value is 3.104, with a significance of 0.003. Simultaneously, digitalization and product innovation have a significant effect on MSME income, with an F value of 90.188 and a significance of 0.000. The R² value of 0.660 indicates that 66% of the variation in MSME income can be explained by digitalization and product innovation, while the remaining 34% is explained by other factors outside the model.