Pengaruh Media Sosial dan Strategi Pemasaran Digital terhadap Peningkatan Penjualan pada Usaha Mikro, Kecil, dan Menengah (UMKM) di Surabaya Selatan

Authors

  • Zainal Aprianto Bagus Pratama Sekolah Tinggi Ilmu Ekonomi IBMT Surabaya
  • Iswati Iswati Sekolah Tinggi Ilmu Ekonomi IBMT Surabaya
  • Anis Fitriyasari Sekolah Tinggi Ilmu Ekonomi IBMT Surabaya

DOI:

https://doi.org/10.61132/manuhara.v2i4.1206

Keywords:

Social Media, Digital Marketing Strategy, MSMEs, Increasing Sales

Abstract

This research is to find out more about "The Influence of Social Media and Digital Marketing Strategy on Increasing Sales in Micro, Small and Medium Enterprises (MSMEs) in South Surabaya" in accordance with the problems raised, namely the relationship between social media and digital marketing strategies on increasing sales in MSMEs in South Surabaya. The background to this research is due to the development of digital marketing in the business world, so it is important for MSMEs to follow existing developments. The aim of this research is to find out whether there is an influence of social media and digital marketing strategies on increasing MSME sales. The method used is a quantitative method by distributing a questionnaire in the form of a Google Form to MSMEs in South Surabaya. The researcher used purposive sampling, so the researcher chose a sample that matched the characteristics of the respondents from the population obtained. After that, the collected data was processed using the SPSS program and calculated using Multiple Linear Regression. The conclusion of this research is that there is a relationship between social media and digital marketing strategies in increasing MSME sales.

Downloads

Download data is not yet available.

References

Bate’e, M. M. (2019). Pengaruh media sosial terhadap keputusan pembelian di toko kaos.

Budi Dharma, D. (2022). Pengaruh media sosial terhadap keberhasilan usaha.

Debora, J. C. (2023). The influence of social media on business success. MAR-Ekonomi: Jurnal Manajemen, Akuntansi Dan Rumpun Ilmu Ekonomi, 1(02), 70-74.

Dinas Koperasi dan UKM Provinsi Jawa Timur. (2024). Retrieved from https://data.diskopukm.jatimprov.go.id/satu_data/statistik

Ghozali, I. (2016). Uji hipotesis (Uji-t). Jurnal Ilmiah Manajemen dan Bisnis [Preprint].

Ghozali, I. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.

Ghozali, I. (2018). Uji koefisien determinasi. Journal of Management and Business [Preprint].

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). European Journal of Tourism Research [Preprint].

Katadata Media Network. (2022). Retrieved from https://databoks.katadata.co.id/search/cse?search=surabaya+2022

Kurdi, S. (2018). Pengaruh bauran pemasaran terhadap peningkatan penjualan pada koperasi jasa.

Leni Sugiyanti, M. Z. (2022). Strategi pemasaran digital untuk meningkatkan penjualan UMKM.

Moch Hari Purwidiantoro, D. F. (2016, March). Pengaruh penggunaan media sosial terhadap pengembangan usaha kecil menengah (UKM).

Muchlis Abbas, A. (2022). Pengaruh promosi terhadap peningkatan penjualan pada toko Sulawesi Soppeng. Jurnal Ilmiah METANSI: Manajemen dan Akuntansi.

Muljanto Silajadja, P. T. (2023, May). Pemanfaatan media sosial (digital marketing) untuk pemasaran produk UMKM. Retrieved from https://jurnaluniv45sby.ac.id/index.php/Cakrawala/article/view/1001/873

Otoritas Jasa Keuangan. (2008). Undang-Undang Nomor 20 Tahun 2008 tentang usaha mikro, kecil, dan menengah. Retrieved from https://ojk.go.id/waspada-investasi/id/regulasi/Pages/Undang-Undang-Nomor-20-Tahun-2008-tentang-Usaha,-Mikro,-Kecil,-dan-Menengah.aspx

Rumah, B. D. (2022, July). Contoh teknik analisis data kuantitatif, pemula wajib tahu. Retrieved from https://dqlab.id/contoh-teknik-analisis-data-kuantitatif-pemula-wajib-tahu#:~:text=Teknik%20analisis%20data%20pada%20penelitian,dan%20melakukan%20perhitungan%20uji%20hipotesis

Saragih, M. G., Manullang, S. O., & Hutahaean, J. (2020). Marketing era digital. CV. Andalan Bintang Ghonim.

Sihombing, N. S., Pardede, E., Sihombing, A., & Dewantara, N. (2022). Pemasaran digital. Penerbit Widina.

Sugiyono. (2019). Metode penelitian kuantitatif. Alfabeta.

Downloads

Published

2024-08-22

How to Cite

Zainal Aprianto Bagus Pratama, Iswati Iswati, & Anis Fitriyasari. (2024). Pengaruh Media Sosial dan Strategi Pemasaran Digital terhadap Peningkatan Penjualan pada Usaha Mikro, Kecil, dan Menengah (UMKM) di Surabaya Selatan. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(4), 156–170. https://doi.org/10.61132/manuhara.v2i4.1206