This research aims to analyze the influence of digital marketing on marketing performance and product innovation, analyze the influence of product innovation on marketing performance, and analyze the influence of digital marketing on marketing performance through product innovation in food and beverage processing msmes in Pangkalpinang City. . The research method used is a survey method. Meanwhile, the sampling method used was purposive sampling (intentionally) with a sample size of 65 respondents. The analysis method uses sem-pls (structural equation modeling-partial least square) analysis with smartpls software version 4.0. The research results show that digital marketing has a direct positive effect on product innovation and product innovation has a positive effect on marketing performance, but digital marketing has no direct effect on marketing performance. Meanwhile, digital marketing indirectly has a positive effect on marketing performance through product innovation.

Adriana, M. 2019. Pengaruh Inovasi Produk dan Pemanfaatan E-Commerce Terhadap Pemasaran Pada UMK Sektor Kuliner di DKI Jakarta. Universitas Negeri Jakarta.

Altin, D., & Wahyudin, N. 2023. Peningkatan Daya Saing UMKM Melalui Financial Technology dan Digital Marketing. Jurnal Samudra Ekonomi dan Bisnis, 14(2), 262–276. https://doi.org/10.33059/jseb.v14i2.6608.

Badan Pusat Statistik. 2022. Statistik E-Commerce. diakses dari bps.go.id, pada 02 Juli 2023.

Effendi, M.R., M., Abubakar, R., & Bachri, N. 2022. Pemasaran Digital dan Kinerja UMKM: Dapatkah Inovasi Produk Menjadi Variabel Mediasi?, 7(2), 108-113. http://ojs. unimal.ac.id/index.php/jmind.

Fanreza, A., & Kramadibrata, B. 2022. Pengaruh Strategi Pemasaran dan Inovasi Produk Terhadap Kinerja Pemasaran UMKM Food and Beverage di Kota Tangerang. Jurnal Ilmiah Manajemen, Bisnis, dan Kewirausahaan, 2(3), 78–86. https://journal.sinov.id/index.php/jurimbik

Fitri, A., Bachri, N., & Abubakar, R. (2018). Pengaruh Kemampuan Inovasi Terhadap Keputusan Pembelian Roti Bantal Melalui Daya Tarik Produk dan Daya Tarik Promosi Sebagai Variabel Mediasi Di Kota Banda. Jurnal Manajemen Indonesia (J-MIND), 2(1), 31–47.

Hadi, D. F., & Zakiah, K. 2021. Strategi Digital Marketing Bagi UMKM (Usaha Mikro Kecil dan Menengah) Untuk Bersaing di Era Pandemi. Jurnal Competitive, 16(1), 32–41. http://ejurnal.poltekpos.ac.id/index.php/ competitive%7c32.

Hair, J. G., Thomas, M. H., Ringle, C.M., & Sarstedt, M. 2017. A Primer On Partial Least Squares Structural Equation Modelling (PLS-SEM). USA: Thous dan Oaks.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. 2019. When To Use and How To Report The Results Of PLS SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/ebr-11-2018-0203.

Hair, J. G., Thomas, M. H., Ringle, C.M., Sarstedt, M., Danks, N.P., & Ray, S. 2021. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Switzerland: Springer. https://doi.org/10.1007/978-3-030-80519-7.

Henseler, J., Ringle, C.M., Sarstedt, M. 2015. A New Criterion For Assessing Discriminant Validity In Variance-Based Structural Equation Modeling. Journal Of The Academy Of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8.

Hertati, L., Asmawati, Illyas, M., Syahfitri, L., Hendarmin, R. 2022. Determinans Psak 23 Terhadap Penyajian Pelaporan Keuangan Perusahaan Dagang Era Pandemi Covid-19 Pada UMKM Di Indonesia. Media Manajemen Jasa, 10(1), 70–83. https://doi.org/10.52447/mmj.v10i1.6149.

Hudha, N., Desma, R.M., & Sarwono, A. E. 2022. Keunggulan Bersaing Sebagai Mediator Antara Digital Marketing dan Kinerja Pemasaran (Survei Pada UKM Tenun Lurik di Desa Mlese, Cawas, Klaten). Balance : Economic, Business, Management, and Accounting Journal, 19(1), 76-77. https://doi.org/10.30651/blc.v19i1.11516.

Kementerian Perindustrian Republik Indonesia. 2019. Industri Makanan dan Minuman Jadi Sektor Kampiun. diakses dari https://kemenperin.go.id/artikel/20298/industri-makanan-dan-minuman-jadi-sektor-kampiun- pada 11 Juli 2023.

Mamengko, D.G., Tawas, H. N., & Ch Raintung, M. 2023. The Effect Of Market Orientation and Product Innovation On Marketing Performance With Competitive Advantage As Intervening Variables (Case Study On Micro, Small and Medium Enterprises In Kawangkoan District). Jurnal Emba, 11(1), 486–499. https://doi.org/10.35794/emba.v11i1.45937.

Meilya, S., Silviana, Fiqia, Burhan, U. 2023. Penerapan Strategi Digital Marketing Pada UMKM. Seminar Nasional Pariwisata Dan Kewirausahaan, 2, 485–497. https://doi.org/https://doi.org/10.36441/snpk.vol2.2023.156.

Muhson, A. 2022. Analisis Statistik Dengan SmartPLS. diakses dari http://staffnew.uny.ac.id/upload/132232818/pendidikan/panduan penggunaan smartpls.pdf, pada 29 Mei 2023.

Putriasih, D.M., & Giantari, I.G.A. 2021. Peran Inovasi Produk Dalam Memediasi Pengaruh Orientasi Kewiruasahaan Terhadap Kinerja Pemasaran UMKM Kuliner di Badung. Buletin Studi Ekonomi, 26(2), 207–224. https://ojs. unud.ac.id/index.php/bse/.

Ramadhani, F., Kusumah, A., & Hardilawati, W. L. 2022. Pengaruh Inovasi Produk, Orientasi Pasar dan Digital Marketing Terhadap Kinerja Pemasaran UMKM Pada Masa Pandemi Covid-19 di Pekanbaru. Economics, Accounting and Business Journal, 2(2), 344-354. https://jom.umri.ac.id/index.php/ ecountbis/article/view/153.

Santosa, P. I. 2018. Metode Penelitian Kuantitatif: Pengembangan Hipotesis dan Pengujiannya Menggunakan Smart PLS. Yogyakarta: Andi Ikapi (1 Ed.).

Wibawa, P., & Yusnita, N. 2019. Peran UMKM Sebagai Penyangga Perekonomian Berbasis Kerakyatan. Holistic Journal Of Management Research, 2(2), 1–9. https://journal.ubb.ac.id/holistic/article/view/1430.

Yamin, S., & Kurniawan, H. 2009. Structural Equation Modeling: Belajar Lebih Mudah Teknik Analisis Data Kuesioner Dengan Lisrel Pls. Jakarta: Salemba Infotek.