Authors :
Andre NGABONZIMA; Angelo Ndayiragije
Volume/Issue :
Volume 9 - 2024, Issue 3 - March
Google Scholar :
https://tinyurl.com/483jx7bn
Scribd :
https://tinyurl.com/mr4auxfp
DOI :
https://doi.org/10.38124/ijisrt/IJISRT24MAR903
Abstract :
In this study, the effect of digital marketing on the efficiency of microfinance institutions in the Musanze region was
specifically examined. The goal was to assess the effect of digital marketing on the financial performance of the selected
MFIs in Musanze district. The specific objectives of the study were to examine the effect of Social Media Marketing on
performance of MFIs in Musanze district, to analyze the effect of Influencer Marketing on the performance of MFIs, to
ascertain the effect of Mobile Marketing on the performance of MFIs, while also assuring the satisfaction of their staff and
that they are operating efficiently to increase revenues. The goals also include implementing technology, measuring the
effectiveness of microfinance institutions in the nation that have lagged behind in the marketing sector, and identifying the
usual digital marketing channels used by Rwanda's microfinance institutions. The probability sampling technique (Simple
Random Sampling) was used in conjunction with stratified sampling approach. This study gathered information from 154
employees at 14 microfinance organizations using a quantitative approach. Both descriptive and inferential statistics were
used for the data analysis. The binary regression model and SPSS 24 SOFTWARE were also used for data analysis. The
study's findings demonstrate that digital marketing significantly improves how microfinance businesses run. According to
respondents, Digital marketing's contribution to the expansion of the loan portfolio is frequently considered to be of
negligible importance. This study suggests that microfinance institutions can more fully utilize technology to ensure that
their daily tasks are done.
In this study, the effect of digital marketing on the efficiency of microfinance institutions in the Musanze region was
specifically examined. The goal was to assess the effect of digital marketing on the financial performance of the selected
MFIs in Musanze district. The specific objectives of the study were to examine the effect of Social Media Marketing on
performance of MFIs in Musanze district, to analyze the effect of Influencer Marketing on the performance of MFIs, to
ascertain the effect of Mobile Marketing on the performance of MFIs, while also assuring the satisfaction of their staff and
that they are operating efficiently to increase revenues. The goals also include implementing technology, measuring the
effectiveness of microfinance institutions in the nation that have lagged behind in the marketing sector, and identifying the
usual digital marketing channels used by Rwanda's microfinance institutions. The probability sampling technique (Simple
Random Sampling) was used in conjunction with stratified sampling approach. This study gathered information from 154
employees at 14 microfinance organizations using a quantitative approach. Both descriptive and inferential statistics were
used for the data analysis. The binary regression model and SPSS 24 SOFTWARE were also used for data analysis. The
study's findings demonstrate that digital marketing significantly improves how microfinance businesses run. According to
respondents, Digital marketing's contribution to the expansion of the loan portfolio is frequently considered to be of
negligible importance. This study suggests that microfinance institutions can more fully utilize technology to ensure that
their daily tasks are done.
