The Infulence of Online Marketing on Increasing Sales and Brand Awareness of MSME Product

Yunelly Asra, Hutomo Atman Maulana, Adam Adam

Abstract


This research aims to determine the effect of online marketing on increasing sales and brand awareness of MSME products assisted by PT. PHR in Duri, Mandau District. This type of research is Associative Descriptive. This study uses a quantitative approach. Sampling in the study used purposive random sampling technique, with 1,000 consumers who had purchased PT. PHR's MSME products online. Data testing was carried out using multiple linear regression analysis with the SPSS analysis tool. The results of this research are : Online Marketing has no partial influence on Brand Awareness. Increased Sales has a partial and negative  influence on Brand Awareness. Online Marketing and Increased Sales have a significant effect on Brand Awareness simultaneously.


Keywords


Online Merketing, Increasing Sales, Brand Awareness

Full Text:

PDF

References


Aboelmaged, M., & Hashem, G. (2019). Absorptive capacity and green innovation adoption in SMEs: The mediating effects of sustainable organizational capabilities. Journal of Cleaner Produc-tion. https://doi.org/10.1016/j.jclepro.2019.02.150

Anugrah, R. J. (2020). Efektifitas Penerapan Strategi Online Marketing Oleh UMKM Dalam Masa Pem-batasan Sosial Berskala Besar (PSBB) Corona Viruses Disease 2019 (Covid-19). Manova (Jurnal Manajemen Dan Inovasi), 2(2).

Das, S., Kundu, A., & Bhattacharya, A. (2020). Technology Adaptation and Survival of SMEs: A Longitu-dinal Study of Developing Countries. Technology Innovation Management Review, 10(6), 64–72. https://doi.org/10.22215/timreview/1369

Kaukab, M. E. (2020). The Development of MSMEs International Networks through Internationaliza-tion.SHS Web of Conferences, 86 (November), 01022. http://doi.org/10.1051/shsconf/20208601022

Kotler, P. 2020. Marketing Manajemen. International ed.Upper Saddle River, N.J.: Prentice-Hall, Inc.

Reken Feky. (2020). The Influence of Digital Marketing on Increasing VolumeSales at Ciputra Tallasa Jo Makassar. Tata Kelola Vol .7, No. 2. P-ISSN: 2089-0982, E-ISSN: 2722-7962. Website: http: pasca-umi.ac.id/index.php/tata This work is licensed under a Creative Commons Attribution 4.0 Interna-tional License.

Siddiqui, Khizer Ahmed., Saima Sher Ali Tarani, Sobia Anwar Fatani, Ali Raza, Rehan Muzamil Butt, Nusrat Azeema. (2021). Effect of Size, Location, and Content of Billboards on Brand Awareness. Journal of Business Studies Quarterly, Vol. 8 No.2, ISSN 2152-1034.

Yacub, Rudi dana Wahyu Mustajab. (2020). Analisis Pengaruh Pemasaran Digital (Digital Marketing) Terhadap Brand Awarenss pada E-Commerce. Jurnal Manajerial, Vol. 12 No.2.




DOI: https://doi.org/10.35314/inovbizmik.v3i2.3791

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Yunelly Asra, Hutomo Atman Maulana, Adam Adam

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

This Journal has been listed and indexed in :

JournalStories Main logo

Copyright of Inovbiz: Jurnal Inovasi Bisnis Manajemen Investasi dan Kewirausahaan (e-ISSN : 2776-8139)

Creative Commons License
Inovbiz: Jurnal Inovasi Bisnis Seri Manajemen Investasi dan Kewirausahaan is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Editorial Office :
Pusat Penelitian dan Pengabdian kepada Masyarakat
 Politeknik Negeri Bengkalis 
Jl. Bathin alam, Sungai Alam Bengkalis-Riau 28711 
E-mail: inovbizmk@polbeng.ac.id
www.polbeng.ac.id

View My Statistics