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All Journal SEIKO : Journal of Management & Business Majalah Ilmiah Warta Dharmawangsa Jurnal bintang manajemen Mount Hope Management International Journal
Mohd. Nawi Purba
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Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Education Social Sciences

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Journal : Jurnal bintang manajemen

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Analisis Strategi Penggunaan Digital Marketing dalam Meningkatkan Penjualan : (Studi Kasus pada UMKM Alfa di Kota Medan) Torang Daud Panjaitan; Mohd. Nawi Purba; Ara Auza
Jurnal Bintang Manajemen Vol. 3 No. 1 (2025): Jurnal Bintang Manajemen (JUBIMA)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jubima.v3i1.3796

Abstract

Social media marketing expands market reach through platforms such as Instagram, Facebook, and TikTok, while video marketing displays products more attractively on TikTok, Instagram Reels, or YouTube to increase customer engagement. Social media analytics functions to analyze customer data, measure campaign effectiveness, and optimize promotional strategies to be more targeted. This research used a quantitative method with 100 samples from Medan Selayang District using the cluster sampling method. The research results show that social media marketing has a positive and significant effect on increasing sales (t-statistics 6.249 > 1.66, p-values ​​0.000), while video marketing has no significant effect (t-statistics 0.784 < 1.66, p-values ​​0.433). Social media analytics has a positive and significant influence (t-statistics 2.589 > 1.66, p-values ​​0.010). Adjusted R-Square of 0.482 shows that 48.2% of the variation in the increase in MSME sales is explained by these three variables, while 51.8% is influenced by other factors outside this research.
Co-Authors Andika Wijaya Ara Auza Benny Anggara Catherine Kinata Chelena gweendolyn Cinthya Cinthya Eka Rosanti Lusiana Elaine Kang Erik Reynardi Indra Ginting Kevin Kyky Ronauli Hutapea Natalie Natalie Raymon Abram Sipahutar Torang Daud Panjaitan