Pengaruh Pemasaran Digital terhadap Penjualan pada Toko Pakaian Mega Mall Bengkulu

IF 3.3 Q2 BUSINESS

Asia-Pacific Journal of Business Administration Pub Date : 2023-06-05 DOI:10.37090/bpj.v3i1.1123

Ovita Charolina, Samsul Akmal, Desi Wulandari

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Abstract

This study aims to determine the effect of digital marketing on sales at the clothing store Mega Mall Bengkulu. This type of research is quantitative, the sample in this study amounted to 55 clothing stores, the data collection method used was the distribution of questionnaires and the method of data analysis using SPSS. The results of the research on the validity test show that digital marketing is valid with a sig value. 2 tailed < 0.05 while in sales there is an invalid statement because it has a sig value. 2 tailed > 0.05. In the digital marketing reliability test, it is said to be reliable because X 0.984 > 0.60 while in sales it is said to be reliable because Y 0.511 > 0.60. In the normality test, digital marketing and sales have a normal distribution because it is significant with a value of 0.200 > 0.05. In the heteroscedasticity test there are no symptoms and in simple linear regression the constant value (a) is 26.842 or 2684% and the regression coefficient (b) x is 0.116 or 11.6% with a significant level of 0.000 it is said that digital marketing (X) has a positive effect on sales (Y). Keywords : Digital Marketing and Sales

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数字营销对班古鲁大型服装店销售的影响

本研究旨在确定数字营销对服装商店Mega Mall Bengkulu销售的影响。这种类型的研究是定量的，本研究的样本达55家服装店，使用的数据收集方法是发放问卷，使用SPSS进行数据分析的方法。效度检验的研究结果表明，数字营销是有效的，具有sig值。2尾<0.05，而在sales中有一个无效的语句，因为它有一个sig值。2尾>0.05. 在数字营销信度测试中，由于X 0.984 >0.60，而在销售中，据说是可靠的，因为Y 0.511 >0.60. 在正态性检验中，数字营销与销售呈正态分布，因为其显著性为0.200 >0.05. 在异方差检验中没有出现症状，在简单线性回归中，常值(a)为26.842或2684%，回归系数(b) x为0.116或11.6%，显著水平为0.000，说明数字营销(x)对销售(Y)有积极影响。关键词:数字营销与销售

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来源期刊

Asia-Pacific Journal of Business Administration BUSINESS-

CiteScore

7.20

自引率

13.20%

发文量

期刊介绍： The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.