Pengaruh Pemasaran Digital terhadap Volume Penjualan pada UMKM

Liya Khamidah, Sri Astuti, Camelia Safitri

Abstract


The rapid development of technology has an impact on all aspects of human life, one of which is the aspect of business behavior, especially for Micro, Small and Medium Enterprises (MSMEs) in increasing sales, through the use of digital marketing to market products effectively and efficiently. The purpose of this study was to see the effect and how much influence digital marketing has on sales volume in MSMEs in Cimanggis Depok District. The method used is quantitative method. The number of respondents (population) in this study were 274 respondents with a total sample size of 73. The sampling technique used random sampling techniques and data collection through distributing questionnaires. Data analysis was carried out by simple regression analysis and correlation. The results showed tcount> ttable, namely 5.462> 1.994 with a significance value of 0.000 <0.05. The coefficient of determination is 0.296 or 29.6% and the calculation of simple linear regression analysis obtained the coefficient value a = 5.724 and b = 0.656, then the linear regression value is obtained Y = 5.724 + 0.656X. Thus it is concluded that, Ha is accepted and H0 is rejected or digital marketing has a positive and significant effect on sales volume by 29.6% in MSMEs in Cimanggis Depok District.


Keywords


Digital Marketing; MSMEs; Sales Volume

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DOI: http://dx.doi.org/10.33087/jmas.v8i2.1370

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