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All Journal Jurnal Pijar : Studi Manajemen dan Bisnis
Elliv Hidayatul Lailiyah
Program Studi Kewirausahaan, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Lamongan
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH DIGITAL MARKETING DAN STRATEGI PROMOSI TERHADAP EFEKTIVITAS PENJUALAN JASA DI LPP RRI MADIUN Rifky Avivah Husnul Khuluq; Elliv Hidayatul Lailiyah
Jurnal Pijar Vol 4 No 4 (2026): Jurnal Pijar : Studi Manajemen dan Bisnis
Publisher : PT Naureen Digital Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65096/pmb.v4i4.2104

Abstract

This study aims to determine and analyze the influence of digital marketing and promotional strategies on the effectiveness of service sales at LPP RRI Madiun. The research employed a quantitative method with a deductive approach. The population consisted of 300 users of LPP RRI Madiun broadcasting services during the period of January–April 2026. A sample of 75 respondents was selected using the Slovin formula and simple random sampling technique. Data were collected through questionnaires utilizing a Likert scale. Data analysis was conducted using multiple linear regression with the assistance of IBM SPSS version 26. The results indicate that digital marketing has a positive and significant effect on service sales effectiveness. Promotional strategies also have a positive and significant effect on service sales effectiveness. Simultaneously, digital marketing and promotional strategies have a positive and significant effect on service sales effectiveness at LPP RRI Madiun. The coefficient of determination test shows an R Square value of 0.527, indicating that digital marketing and promotional strategies explain 52.7% of the variance in service sales effectiveness, while the remaining 47.3% is influenced by other factors outside the research model. The findings suggest that better implementation of digital marketing and promotional strategies leads to increased effectiveness of service sales.
Co-Authors Rifky Avivah Husnul Khuluq