Work

Enhancing the Financial Performance of Orang Asli Entrepreneurs in Malaysia through Digital Marketing Initiatives

Year: 2024

Type: article

Abstract: Orang Asli entrepreneurs in Malaysia encounter significant challenges in improving household income and achieving commendable business performance.Engagement in digital marketing strategies has become an integral initiative for enhancing the financial performance of businesses by increasing visibility, market reach, and access to customers.This study aims to examine the impact of digital marketing engagement on the financial performance of Orang Asli entrepreneurs in Malaysia.The method of analysis in this study uses multiple regression linear statistical analysis.The sample study collected 147 Orang Asli entrepreneurs in Malaysia as respondents.The results showed that digital marketing on products, prices and places affects Orang Asli entrepreneurs' financial performance.Digital marketing on promotion has no effect.This proves that Orang Asli entrepreneurs in Malaysia still lack digitalization in promoting their products.The implication of the study is to highlight the potential engagement of digital marketing to boost economic growth and reduce inequality among Orang Asli in Malaysia.

Source: International Journal of Academic Research in Business and Social Sciences

DOI: 10.6007/ijarbss/v14-i12/23767