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Hendra Lukito
Department Of Magister Management Universitas Andalas
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Journal : Innovative: Journal Of Social Science Research

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Analisis Perbandingan Efektivitas Strategi Pemasaran Digital Dalam Meningkatkan Penjualan Produk UMKM di Kota Padang Octafia, Sri Mona; Rahim, Rida; Syafrizal, Syafrizal; Hendra Lukito
Innovative: Journal Of Social Science Research Vol. 4 No. 4 (2024): Innovative: Journal Of Social Science Research
Publisher : Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/innovative.v4i4.13308

Abstract

Digital marketing offers many advantages such as wider reach, lower costs, and the ability to monitor and measure results in real time. This is becoming crucial for micro, small and medium-sized enterprises (SMEs) that often have limited resources and budgets. Padang City, as one of the major cities in Indonesia, has many UMKMs that play an important role in the local economy. The study aims to compare the effectiveness of the three major digital marketing strategies Instagram, Facebook, and TikTok in the context of UMKM in Padang City, as well as to see how each of these strategies influence sales growth. This research uses the One Way Anova method to analyze the data collected through surveys against UMKMs who are active using digital marketing strategies in Koto Tangah Kota Padang district. Research results show that there are significant differences in the effectiveness of these three digital marketing strategies in increasing sales of UMKM products in Padang City. Keyword : City of Padang, Digital Marketing, Sales, UMKM
Co-Authors Abdul Aziz Adrianto, Fajri Afdhal Naufal Sofyan Afrio Gunawan Agnes Lovita Monna Agriqisthi Agriqisthi Agriqisty Agriqisty Agung Permana Putra Ahmad Safrudin Al Rafni Aldiansyah, Muhammad Andra Novendri Arief Prima Johan Arija Buana Jiwa Avin Aferi Bani Mirza Bani Mirza Chaira, Retnofia Dainuri, Dainuri Danny Hidayat Dasatry Dwi Ramadona Defri Hartati Derry Permata Sari Donard Games Dwi Sesri Andini Eko Kurniawan Eko Emil Riza Putra Endrawati, Devi Eri Besra Esa Lovena Essy Pratisardy Fadhilah, Rahmi Fadhilla Wahyuni faesal, Hendri Fahmy, Rahmi Fahriza, Rizki Fajri Adrianto Fathurrohman Fathurrohman Febby Arief Zeindra Fera Yuliani Fikri Hasbi Filiani Qarisa Maulina Gunawan, Afrio Hafanos, Robby Hafiz Rahman Hanafiah Handika, Rebi Fara Harif Amali Harif Amali Rivai Hasbi, Fikri Hendri faesal Hendri Faezal Herri Herri Herri Herri Herri Herrik Yuza Herry Pratama Hidayat, Abdi Husin, Nor Azilah Ihtada Yogaisty Indah Arisaq John Edwar Laela Susdiani Lasti Yossi Hastini Laura Syahrul M. Hasbi Nasution Miftahul Hikmah Mirza, Bani Muhammad Havis Yusuf Muhammad Ridwan Muhammad Zuhri Nisa, Hayatun Nor Azilah Husin Norfadzilah Abdul Razak Ondi Ondi Prima Yulianti Primayani, Risa Rizki Putri Lestari, Devi Rahadi, Claudea Rahman, Yudi Rahmat Eka Putra Rahmel Fitri Rahmi Fahmi Rahmi Rahmi RAMADHI RAMADHI Ramadona, Dasatry Dwi Ratni Prima Lita Reski Putri Amelia Retnofia Chaira Rida Rahim Rini Adri Yanti Rizki Aulia Rizki Gusfa Winda Rizki Gusfa Winda Robby Hafanos Robby Prakoso Rolan Adhytia Lando Sari Arlinda Sari Surya Siti Nabila Yuseva Sri Maryati Sri Maryati Sri Mona Octafia Suganda Putri, Gita Syafira Aviola Syafrizal Syafrizal Syafrizal Syafrizal Syukri - Hidayat Syukri Lukman Talitha Zhafirah Tedi Hidayat Tedi Hidayat Utama, M Kurnia Valeny Suryaningsih Velia Meidilisa Vera Pujani Wahyuni Harefa, Ummairah Wahyuni Lely Augusna Wayu Meilastri Wulandari Wijaya, Selvika Yanti Yanti Yenti Afrida Yulianti, Prima - Yulihasri Yulihasri Yulistia, Yulistia Zhafirah, Talitha