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All Journal Proceeding of International Conference Health, Science And Technology (ICOHETECH)
Valentina Diva Febriana
Universitas Duta Bangsa Surakarta
Computer Science & IT Decision Sciences, Operations Research & Management Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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THE INFLUENCE OF DIGITAL MARKETING IMPLEMENTATION ON SALES PERFORMANCE AND MARKET SHARE OF PT SANG HYANG SERI CENTRAL JAVA AND YOGYAKARTA BRANCH OPERATIONS Valentina Diva Febriana; Rahmawati Setiyani; Bimoseno Sepfrian
Proceeding of the International Conference Health, Science And Technology (ICOHETECH) 2026: Proceeding of the 7th International Conference Health, Science And Technology (ICOHETECH)
Publisher : LPPM Universitas Duta Bangsa Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47701/tk2pwh22

Abstract

Digital transformation has significantly changed businessmarketing strategies, including in the agribusiness sector.PT Sang Hyang Seri’s Central Java and Yogyakarta BranchOperations, a state-owned enterprise engaged in rice seedproduction, have experienced a decline in retail salesperformance over the past few years. This study aims toanalyze the implementation of digital marketing andexamine its impact on sales performance and marketshare. A quantitative research approach was used with 47agricultural retail partners of PT Sang Hyang Seri CentralJava and Yogyakarta Branch Operations. Data wereanalyzed using Structural Equation Modeling-Partial LeastSquares (SEM-PLS) with SmartPLS 4 software. The findingsindicate that the implementation of digital marketing iscategorized as good. Hypothesis testing revealed that theimplementation of digital marketing has a positive andsignificant impact on sales performance (path coefficient= 0,745, t-statistic = 4,465, p-value = 0,000, R2 = 0,555).Furthermore, the implementation of digital marketingalso has a positive and significant effect on market share(path coefficient = 0,486, t-statistic = 2,277, p-value =0,023; R2 = 0,597). This study concludes that strengtheningdigital marketing strategies can improve a company’ssales performance and enhance market competitivenessin the rice seed industry.
Co-Authors Bimoseno Sepfrian Rahmawati Setiyani