Impact of Demographic Characteristics and Technology Adoption on Sales Growth in Small and Medium Enterprises: An Empirical Study

This study examines the impact of demographic characteristics and technology adoption on the sales growth of small and medium enterprises (SMEs). The demographic factors include the type of industry and SME age, as well as the gender, age, and educational background of the owner. Technology adoption encompasses the utilization of social media, electronic-commerce (e-commerce), and production-related technologies. The present study employs in-ferential statistical methods, such as chi-square and Spearman's rank tests, and is based on data collected from 119 SMEs in Lampung Province, Indonesia. The findings reveal that the type of industry significantly influences sales growth. In contrast, the SME age and the gender, age, and educational background of the owner did not substantially affect sales growth. Notably, a correlation between social media adoption and sales growth was observed within the context of technology adoption. Furthermore, the statistical analysis indicated a significant linkage between industry type and the adoption of social media, e-commerce, and production technology. The study concludes with recommendations for future research directions.