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All Journal Escalate : Economics and Business Journal
Triyani Capeq Hadmandho
University of Pasir Pengaraian
Economics, Econometrics & Finance

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The Influence of Digital Marketing and Service Quality on Sales Increase at Seblak Aga Food in DK2 Skpa Rambah Samo Rahmawati; Nofriser; Triyani Capeq Hadmandho
Escalate : Economics and Business Journal Vol. 4 No. 02 (2026): Escalate: Economics and Business Journal
Publisher : Takaza Innovatix Labs Ltd.

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Abstract

This research is motivated by the competition in the culinary business and the suboptimal use of digital marketing and service quality at Seblak Aga Food in DK2 SKPA, Rambah Samo. This study aims to analyze the influence of digital marketing and service quality on increasing sales, both partially and simultaneously. The study uses an associative quantitative approach. The study population was 3,960 customers, with a sample of 98 respondents determined using purposive sampling and the Slovin formula. The research instrument was a Likert scale questionnaire 1 to 5, while the data were analyzed using SPSS through validity tests, reliability, classical assumptions, multiple linear regression, t-test, F-test, and coefficient of determination. The results showed that digital marketing had a positive and significant effect on increasing sales with a calculated t value of 4.521 and a significance of 0.001. Service quality also had a positive and significant effect with a calculated t value of 6.849 and a significance of 0.001. Simultaneously, both variables had a significant effect with a calculated F value of 26.040 and a significance of 0.001. In conclusion, digital marketing and service quality are factors that play a role in increasing sales, with service quality showing a more dominant influence
Co-Authors Nofriser Rahmawati