The Effect of Digital Marketing and Media Promotion Utilization to a Bakpia Patok Yogyakarta SMES’ Sales Performance

Haque, Marissa Grace (2020) The Effect of Digital Marketing and Media Promotion Utilization to a Bakpia Patok Yogyakarta SMES’ Sales Performance. Jurnal Ilmiah Ilmu Administrasi Publik: Jurnal Pemikiran dan Penelitian Administrasi Publik, 10 (1). pp. 233-242. ISSN ISSN: 2086-6364, e-ISSN: 2549-7499

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Official URL: https://ojs.unm.ac.id/iap/article/view/14336

Abstract

This study aims to determine the effect of digital marketing and the use of media promotion on its sales performance of one of Bakpia Patok SMEs in Yogyakarta. The method used is explanatory research, and statistical analysis with regression test, correlation, determination, and hypothesis test. Results of this digital marketing study has a significant effect on sales performance 41, 8 percent, Hypothesis testing is obtained by t arithmetic> t table or (8,208> 1,986). The use of promotional media has a significant effect on sales performance 43, 2 percent, Hypothesis testing is obtained by t arithmetic> t table or (8,457> 1,986). Digital marketing and the use of promotional media simultaneously have a significant effect on sales performance with the regression equation Y= 9,672+ 0,362 X1+ 0,405 X2 and contribute with as much influence as 52, 4 percent, Hypothesis testing is obtained by F-count> F table or (51,264> 2,700).

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Library of Congress Subject Areas > KODEPRODI61101#MagisterManajemen
KODEPRODI61101#MagisterManajemen
Depositing User: Mrs. Marissa Grace Haque
Date Deposited: 26 Feb 2021 04:51
Last Modified: 18 Aug 2021 07:59
URI: http://repository.ibs.ac.id/id/eprint/1896

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