Pengaruh Digital Marketing Terhadap Penjualan Roti UMKM Hafizh Roti di Kecamatan Mandai Kabupaten Maros
DOI:
https://doi.org/10.46918/aednqq70Kata Kunci:
Digital Marketing, UMKM, Social Media, Promotion, Sales, Hafizh RotiAbstrak
The objective of this study is to analyze the influence of digital marketing on the sales improvement of Hafizh Roti UMKM in Mandai District, Maros Regency. In today’s digital era, the utilization of information technology has become one of the main strategies to expand market reach, increase brand awareness, and encourage consumer purchasing decisions. The analytical technique used is multiple linear regression to examine the effect of social media and digital promotion variables on purchasing decisions. The results indicate that digital marketing has a significant influence, both simultaneously and partially, on increasing Hafizh Roti sales. Social media and digital promotion have positive and significant coefficients in driving consumer purchasing decisions. Furthermore, it was found that 79% of respondents learned about Hafizh Roti through social media and were interested in purchasing due to the implemented digital promotions. This study emphasizes the importance of digital marketing strategies for UMKM in enhancing competitiveness in the modern era.
Referensi
Achmad, Z. A., Azhari, T. Z., Esfandiar, W. N., Nuryaningrum, N., Syifana, A. F. D., & Cahyaningrum, I. (2020). Utilization of Social Media in Marketing MSME Products in Sidokumpul Village, Gresik Regency. Jurnal Ilmu Komunikasi, 10(1), 17–31. https://doi.org/10.15642/jik.2020.10.1.17-31.
Ahmad, N., Prasetyo, A. A., & Masruri, A. (2021). Application of Information Retrieval in Search Engines. Knowledge: Journal of Innovation in Research and Development, 1(1), 15–23.
Azhar, N. M. (2024). Digital Marketing Strategies for Sustainable Brand Development. Management Studies and Business Journal (PRODUCTIVITY), 1(1), 164–173.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson Education.
Diana, L., Dian, P., Tiara, S. A., Talitakum, Putri, A., & Agustina, S. (2022). The Role of Digital Marketing as a Promotional Medium for MSMEs Crep’s Star. Buguh: Journal of Community Service, 2(4), 1–6. https://doi.org/10.23960/buguh.v2n4.1239.
Gumelar, M. F., & Wibowo, W. A. (2025). The Effect of Marketing and Digital Promotion on MSME Sales through the Kalyubi Digital Platform. Co-Value: Journal of Cooperative Economics and Entrepreneurship, 15(9), 1–7. https://doi.org/10.59188/covalue.v15i9.5052.
Hasiholan, L. B., & Amboningtyas, D. (2021). Digital Marketing Models to Increase Sales Volume in MSMEs in Semarang City. Jurnal Sains Sosio Humaniora, 5(1), 45–48.
Hendrawan, A., Sucahyowati, H., Cahyandi, K., Indriyani, & Rayendra, A. (2019). The Effect of Digital Marketing on Sales Performance of MSME Products in Asti Gauri, Bantarsari District, Cilacap. Jurnal Administrasi dan Kesekretarisan, 4(1), 50–61.
Katawetawaraks, C., & Wang, C. (2011). Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1(2), 66–73.
Kholisah, N., Wandira, A., Nufus, F., Suyatna, R. G., & Silviah, S. (2024). The Effect of Digital Marketing on the Sales Performance of MSME Durenstory Serang. Journal of Management and Social Sciences (JIMAS), 3(1), 235–244. https://doi.org/10.55606/jimas.v3i1.1010
Kominfo. (2017). Results of the 2017 APJII Internet Penetration and User Behavior Survey. Ministry of Communication and Information Technology of the Republic of Indonesia.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing Global Edition (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Nikmah, F. (2017). Study on Online Marketing to Increase Business Opportunities. Jurnal Administrasi dan Bisnis, 11(1), 47–56.
Nurjannah, A., Elpiani, F. N., Apriananda, F., Filalba, M. A. A., Sholeh, A. R. N., Sari, R. P., & Rahmantya, Y. E. K. (2024). Marketing Strategies through Innovation and Creativity to Increase Sales. Journal of Management and Innovation Entrepreneurship (JMIE), 1(2), 246–252. https://doi.org/10.59407/jmie.v1i2.349.
Prabowo, W. A. (2018). The Effect of Digital Marketing on Organizational Performance with Intellectual Capital and Perceived Quality as Intervening Variables in Three-Star Hotels in East Java. Jurnal Manajemen Pemasaran, 12(2), 101–112. https://doi.org/10.9744/pemasaran.12.2.101.
Pradiani, T. (2017). The Effect of Digital Marketing Systems on Increasing Sales Volume of Home Industry Products. Jurnal Ilmiah Bisnis dan Ekonomi Asia, 11(2), 46–53. https://doi.org/10.32812/jibeka.v11i2.45.
Prasetyowati, A., Martha, J. A., & Indrawati, A. (2020). Digital Marketing. PT Literindo Berkah Karya.
Rachmayani, A. N. (2015). Factors Related to Contraceptive Use Behavior among Women of Reproductive Age in North Sumatra Province (SDKI Data 2012). Universitas Islam Negeri Syarif Hidayatullah Jakarta.
Salsabila, F. T. (2022). The Effect of the Number of MSMEs and MSME Workers on Economic Growth in Indonesia. Indonesian Journal for Entrepreneurial Review, 1(1), 1–16.
Setiyati, E. A., Taneo, S. Y. M., & Triwijayati, A. (2019). Application of Market Orientation and Innovation in Small-Scale Businesses Managed by Women Entrepreneurs. Jurnal Perilaku dan Strategi Bisnis, 7(1), 31–40. https://doi.org/10.26486/jpsb.v7i1.672.
Setyorini, A. P., & Ratno, F. A. (2020). The Effect of Promotional Mix on Customer Decisions to Save in Islamic Banks. Jurnal Studi Manajemen dan Bisnis, 7(2), 83–92. https://doi.org/10.21107/jsmb.v7i2.9045.
Siswanto, T. (2013). Optimization of Social Media as a Marketing Medium for Small and Medium Enterprises. Liquidity: Jurnal Riset Akuntansi dan Manajemen, 2(1), 80–86.
Sugiyono. (2018). Quantitative, Qualitative, and R&D Research Methods. Alfabeta.
Taher, M. I. (2024). The Effect of Digital Marketing on Increasing Income of Micro, Small and Medium Enterprises (MSMEs) in the Perspective of Islamic Business: A Study on MSMEs in Medan Tembung District. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(7), 4005–4017. https://doi.org/10.47467/elmal.v5i7.4281.
Tambunan, T. (2012). Micro, Small, and Medium Enterprises in Indonesia: Key Issues. LP3ES.
Turban, E., King, D., Lee, J. K., Liang, T.-P., & Turban, D. C. (2015). Electronic Commerce: A Managerial and Social Networks Perspective. Springer Publishing.
Undang-Undang (UU) Nomor 20 Tahun 2008 tentang Usaha Mikro, Kecil, dan Menengah (2008).
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Hikma Hikma, Mohammad Anwar Sadat, Asriyani Asriyani
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
