Article Per Year (5 Year)
p-Index From 2021 - 2026
2.345
P-Index
This Author published in this journals
All Journal Jurnal IPTEK-KOM (Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi) International Journal of Artificial Intelligence Research International Journal of Demos The World of Public Administration Journal The World of Business Administration Journal Jurnal Minfo Polgan (JMP) Jurnal Pengabdian Mandiri Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Apollo: Journal of Tourism and Business Branding: Jurnal Manajemen & Bisnis
Subagja, Agus Dedi
Universitas Subang
Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Social Sciences Other

Published : 20 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 20 Documents
Search

 1   2 
Pengaruh Media Sosial dan Inovasi terhadap Kinerja Bisnis Agus Dedi Subagja; Abu Muna Almaududi Ausat; Suherlan Suherlan
IPTEK-KOM : Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi Vol 24 No 2 (2022): Jurnal IPTEK-KOM (Jurnal Ilmu Pengetahuan dan Teknologi Komunikasi)
Publisher : BPSDMP KOMNFO Yogyakarta, Kementerian Komunikasi dan Informatika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17933/iptekkom.24.2.2022.85-102

Abstract

Companies that want to survive in the era of information technology disruption characterized by hyperconnected business operations must quickly adopt social media technology. The problems faced by the business sector often delay the use of today's business models due to high anxiety. In fact, the role of digital marketing through the use of social media is very large. So, the company’s main key in responding to and seizing opportunities from this upheaval is innovation. The purpose of this study is to determine the effect of social media and innovation on SME business performance. The diffusion of innovations theory is used in this study as an affirmation that the implementation of technological innovation by SMEs is driven by the characteristics of innovation and organizational characteristics, bearing in mind that the current research unit of analysis is SMEs, namely organizations. In this research, to acquire a better understanding of the relationship between variables, quantitative approaches based on variance Structural Equation Modeling (SEM) and Partial Least Squares (PLS) were applied. Respondents were drawn from SMEs in the food and beverage sector in Surabaya, Indonesia, via an online questionnaire. The findings of this study provide positive and significant evidence between the role of social media utilization and innovativeness on SME performance. This means that SMEs in Surabaya have realized that social media is a very important tool for the success of a company. These technologies take information and knowledge sharing, interaction, and advertising to a higher level, resulting in benefits for organizations and customers. SMEs will fail and perish if they do not dare to innovate in technology.
ANALISIS PELAKSANAAN DIGITAL MARKETING PADA UMKM KERIPIK SINGKONG WIDIA DI DESA GANDASOLI KECAMATAN TANJUNGSIANG KABUPATEN SUBANG-JAWA BARAT Agus Dedi Subagja; Zian Oktoberi
JURNAL PENGABDIAN MANDIRI Vol. 2 No. 2: Februari 2023
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

UMKM menjadi dasar ekonomi kerakyatan yang bisa menjaga kestabilan ketahanan ekonomi nasional. Pemikiran terbuka dan kreasi inovasi menjadi kunci utama dalam perkembangan UMKM. Inovasinya adalah dengan memanfaatkan media sosial sebagai sarana untuk memasarkan produknya. Namun, Tiktok sebagai sarana pemasaran digital belum disadari dan dipahami sepenuhnya oleh pelaku UMKM. Oleh Sebab itu, sosialisasi tentang penggunaan media sosial untuk digital marketing harus dilakukan. Sosialisasi ini dilakukan dengan tujuan untuk membentuk UMKM yang produktif dan mengikuti perkembangan zaman. Dengan demikian UMKM Keripik Singkong Widia bisa meningkatkan daya saing dan produktivitasnya. Metode penelitian kualitatif digunakan dimana pengumpulan data yang digunakan adalah wawancara, observasi, dan dokumentasi. Rangkaian tahap penelitian dalam sosialisasi digital marketing ini adalah dimulai dari Pengenalan dan penggunaan metode digital marketing dalam penjualan produk UMKM Keripik Singkong Widia. Kemudian pendampingan dalam membuat dan mengoperasikan tiktok UMKM Keripik Singkong Widia di Desa Gandasoli sebagai sarana baru strategi pemasaran di ranah media digital. Pada akhirnya melakukan perancangan metode pemasaran digital sesuai kebutuhan pemasaran pada Keripik Singkong Widia. Hasil penelitian diperoleh bahwa digital marketing melalui iklan Tiktok Ads bisa memberikan solusi nyata atas permasalahan di lapangan. Keripik Singkong Widia semakin dikenal, tidak hanya dari warga sekitar dan pelancong melainkan dari pesanan-pesanan via media Sosial. Sosialisasi ini berahasil membuka wawasan pelaku UMKM Keripik Singkong Widia menjadi lebih terbuka serta membiasakan untuk mengaplikasikan Digital Marketing dalam proses pemasaran UMKM.
Analysis of Factors Leading to E-commerce Adoption Agus Dedi Subagja
Apollo: Journal of Tourism and Business Vol. 1 No. 1 (2023): January 2023
Publisher : CV. Media Digital Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (1815.674 KB) | DOI: 10.58905/apollo.v1i1.6

Abstract

E-commerce, in particular, is making extensive use of the latest innovations in information technology. The rise of online shopping provides companies with a new channel for expanding their operations. Despite this, many individuals lack an understanding of what drives businesses to embrace e-commerce. The purpose of this research is to illuminate the considerations that companies take into account when deciding to implement e-commerce. This research used a qualitative descriptive approach and a literary analysis to gather information. The findings of this research indicate that there are a variety of organizational elements, including technological, organizational, and environmental, that contribute to the adoption of e-commerce. The study's findings should provide further context for discussions of the elements that influence businesses' decisions to adopt e-commerce.
Improving Customer Service Quality in MSMEs through the Use of ChatGPT Agus Dedi Subagja; Abu Muna Almaududi Ausat; Ade Risna Sari; M. Indre Wanof; Suherlan Suherlan
Jurnal Minfo Polgan Vol. 12 No. 1 (2023): Artikel Penelitian Juni 2023
Publisher : Politeknik Ganesha Medan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33395/jmp.v12i1.12407

Abstract

In the current era of digitalisation, technological developments are accelerating and changing the way humans communicate and interact, including in MSME businesses. This study aims to evaluate the effect of using ChatGPT in improving the quality of customer service in MSMEs. By using ChatGPT technology, it is expected that MSMEs can provide better and effective services to their customers. The focus of this research is qualitative. Methods for gathering information included paying close attention and taking detailed notes, with subsequent analysis including data reduction, visualisation, and conclusions. The results of this study concluded that the use of ChatGPT can help MSMEs in improving the quality of customer service and efficiency in operations. MSMEs need to pay attention to several important things in using this technology, such as customer context and situation, staff training, privacy and security of customer data, and constraints in the use of technology. In the long run, the use of ChatGPT can help MSMEs in gaining better insights into customer preferences and improving customer satisfaction.
Pengaruh Harga Terhadap Kepuasan Tamu Hotel di Sari Alam Hot Spring and Resort Hotel Subang Agus Dedi Subagja; Dzaki Firdaus
The World of Business Administration Journal Volume 5 Issue 1, Juni 2023
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak Penelitian ini mengkaji tentang harga terhadap kepuasan tamu hotel yang ada di Sari Alam Hot Spring And Resort Hotel yang berlokasi di Jl. Desa Nagrak, Kecamatan Ciater, Kabupaten Subang, Provinsi Jawa Barat.  Harga yang ditawarkan pada hotel tersebut menjadi penentu untuk meningkatkan kepuasan pelanggan, karena. semakin tinggi value terhadap harga yang ditetapkan maka semakin tinggi tingkat kepuasan pelanggan. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh harga terhadap kepuasan pelanggan di Sari Alam Hot Spring And Resort Hotel. Analisis ini menggunakan variabel dependen yaitu harga  dan variabel independen yaitu kepuasan pelanggan, dengan menggunakan pendekatan metode kuantitatif. Untuk dimensi harga peneliti mengambil teori yang dikemukakan oleh Kotler dan Armstrong (2012 : 52) menjelaskan ada 4 ukuran yang mencirikan harga yaitu : keterjangkauan harga, kesesuaian harga dengan manfaat, kesesuaian harga dengan kualitas produk dan harga sesuai dengan kemampuan atau daya saing. Sedangkan untuk dimensi kepuasan pelanggan peneliti menggunakan dimensi dari Irawan (2003 : 34) yang berisikan kepuasan terhadap kualitas, kepuasan terhadap harga dan persepsi terbaik.  Populasi dalam penelitian ini merupakan pelanggan Sari Alam Hot Spring And Resort Hotel pada tahun 2022 sebanyak 1.675 pelanggan, sehingga teknik pengambilan sampel menggunakan rumus slovin dengan hasil yang diperoleh sebanyak 95 orang. Sedangkan alat mengukur data menggunakan kuesioner dan perhitungan olah data menggunakan SPSS versi 26. Hasil analisis penelitian pengaruh harga terhadap kepuasan pelanggan di Sari Alam Hot Spring And Resort Hotel menunjukan hubungan sedang dengan nilai 0,466 dan pengaruh harga terhadap kepuasan tamu hotel sebesar 46,6% dan sisanya 53,4% yang dipengaruhi faktor lain diluar penelitian. Kata Kunci : Harga, Kepuasan Tamu Hotel Abstract This research examines the price on guest satisfaction at the Sari Alam Hot Spring And Resort Hotel, which is located on Jl. Nagrak Village, Ciater District, Subang Regency, West Java Province. The price offered at the hotel is a determinant for increasing customer satisfaction, because. the higher the value of the price set, the higher the level of customer satisfaction. This study aims to examine and analyze the effect of price on customer satisfaction at the Sari Alam Hot Spring And Resort Hotel. This analysis uses the dependent variable, namely price and the independent variable, namely customer satisfaction, using a quantitative method approach. For the price dimension, the researcher uses the theory put forward by Kotler and Armstrong (2012: 52) explaining that there are 4 sizes that characterize prices, namely: price affordability, price compatibility with benefits, price compatibility with product quality and price according to ability or competitiveness. As for the dimensions of customer satisfaction, researchers used the dimensions of Irawan (2003: 34) which contain satisfaction with quality, satisfaction with price and the best perception. The population in this study is Sari Alam Hot Spring And Resort Hotel customers in 2022 with a total of 1,675 customers, so the sampling technique uses the slovin formula with the results obtained as many as 95 people. While the data measuring tool uses a questionnaire and data processing calculations use SPSS version 26. The results of the analysis of the effect of price on customer satisfaction at the Sari Alam Hot Spring And Resort Hotel show a moderate relationship with a value of 0.466 and the effect of price on guest satisfaction is 46.6% and the remaining 53.4% is influenced by other factors outside the study. Keywords: price, guest satisfaction.
BRAND PERSONALITY MATTERS: ENHANCING CUSTOMER LOYALTY IN THE RETAIL INDUSTRY Luluk Fauziah; Agus Dedi Subagja; Putri Anditasari; Yogi Syarif Hidayat; Yusti Pujisari
Branding: Jurnal Manajemen dan Bisnis Vol 2, No 1 (2023): BRANDING: Jurnal Manajemen dan Bisnis
Publisher : UIN Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/jb.v2i1.28929

Abstract

Customers are an important part of a company. Therefore, customer loyalty is an important aspect that needs to be obtained by the Company. One of the steps to increase customer loyalty is through brand personality. This study aims to see how brand personality can increase customer loyalty. This research will be carried out with a descriptive qualitative approach. The data used in this study comes from various research results and previous studies. The results of this study then found that brand personality is an important factor in building customer loyalty. Through an attractive brand personality, customers will feel personally connected to the brand, where which will then increase trust and cause purchasing decisions to be more consistent.
PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN PRODUK JASA PENGIRIMAN POS REGULER DI KANTOR POS CABANG SUBANG Subagja, Agus Dedi; Astuti, Putri Hilda
The World of Business Administration Journal Volume 5 Issue 2, Desember 2023
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37950/wbaj.v5i2.1893

Abstract

Abstrak Penelitian ini dilakukan dengan tujuan untuk mengetahui keadaan bauran pemasaran jasa dan keputusan pembelian produk jasa pengiriman di kantor Pos Cabang Subang, serta untuk mengetahui pengaruh bauran pemasaran jasa terhadap keputusan pembelian. Adapun yang menjadi objek pada penelitian ini yaitu mengenai seberapa besar pengaruh bauran pemasaran jasa terhadap keputusan pembelian produk jasa pengiriman Pos Reguler di Kantor Pos Cabang Subang. Lokasi pada penelitian ini yaitu di Kantor Pos Cabang Subang yang berada di Jl. Jend. Achmad Yani No. 36, Karanganyar, Kecamatan Subang. Metode yang digunakan adalah kuantitatif kausal, dengan teknik pengumpulan data yang digunakan yakni dengan observasi dan kuesioner. Data diperoleh dari responden dilakukan melalui teknik sampel dengan jumlah sampel sebanyak 100 orang dari seluruh populasi. Hasil penelitian menunjukan bahwa berdasarkan hasil hitung uji koefisien determinasi diperoleh koefisien determinasi sebesar 0,228 atau 0,228 x 100 = 22,8% yang memiliki pengertian bahwa pengaruh variabel bebas (Bauran pemasaran jasa) terhadap variabel terikat (Keputusan pembelian) adalah sebesar 22,8% dan selebihnya 77,2% dipengaruhi oleh faktor-faktor lain yang tidak peneliti teliti. Dan berdasarkan uji hipotesis yang dilakukan, secara simultan diperoleh Fhitung lebih besar daripada Ftabel yaitu 28,954 > 3,94 maka H0 ditolak dan Ha diterima, adapun secara parsial menunjukan diperoleh thitung lebih besar daripada ttabel yaitu 5,381 > 1,987 maka H0 ditolak dan Ha diterima, sehingga dapat diartikan bahwa bauran pemasaran jasa baik secara parsial maupun simultan berpengaruh terhadap keputusan pembelian. Kata Kunci: Bauran Pemasaran Jasa, Keputusan Pembelian, Jasa Pengiriman Abstract This research was conducted with the aim to determine the condition of the service marketing mix and the decision to purchase delivery service products at the Subang Branch Post Office, as well as to determine the effect of the service marketing mix on purchasing decisions. As for the object of this study, namely how much influence the service marketing mix has on the purchasing decision of Regular Post delivery service products at the Subang Branch Post Office. The location in this study is at the Subang Branch Post Office which is on Jl. Gen. Ahmad Yani No. 36, Karanganyar, Subang District. The method used is causal quantitative, with data collection techniques used namely by observation and questionnaires. Data obtained from respondents was carried out through a sampling technique with a total sample of 100 people from the entire population. The results showed that based on the results of calculating the coefficient of determination test, the coefficient of determination was obtained by 0.228 or 0.228 x 100 = 22.8%, which means that the influence of the independent variable (service marketing mix) on the dependent variable (purchasing decision) is 22.8% and the remaining 77.2% is influenced by other factors that the researchers did not examine carefully. And based on the hypothesis testing carried out, simultaneously obtained Fcount is greater than Ftable, namely 28.954 > 3.94, then H0 is rejected and Ha is accepted, while partially showing that tcount is greater than ttable, namely 5.381 > 1.987, then H0 is rejected and Ha is accepted, so it can be interpreted that the service marketing mix either partially or simultaneously influences the purchasing decision. Keywords: Service Marketing Mix, Purchasing Decisions, Delivery Services
ANALISIS STRATEGI MARKETING MIX DALAM PENINGKATAN PENJUALAN KERUPUK SANGRAI DI UMKM PURWADADI Subagja, Agus Dedi; Natika, Luki; Kusnadi, Iwan Henri; Aryanti, Rina
The World of Business Administration Journal Volume 6 Issue 1, Juni 2024
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

Abstrak Usaha Mikro Kecil dan Menengah (UMKM) merupakan salah satu bagian penting dari perekonomian suatu negara ataupun suatu daerah, tidak terkecuali di Indonesia. Namun pergerakan dunia usaha yang berkembang begitu pesat mengakibatkan semakin banyaknya persaingan yang berada dibidang usaha yang sama membuat para pelaku usaha harus cermat dalam menentukan cara yang tepat agar usahnya mampu bertahan dan berkembang. Bauran pemasaran (marketing mix) dapat dianggap sebagai solusi masalah yang mampu menjawab setiap perkembangan permasalahan dalam bidang pemasaran. Penelitian ini dilatarbelakangi oleh perhatian peneliti tekait semakin banyaknya persaingan pasar dalam UMKM terutama dalam bidang usaha kerupuk sangrai. Oleh karena itu peneliti berencana menganalisis “Strategi Marketing Mix Dalam Peningkatan Penjualan Kerupuk Sangrai Di UMKM Purwadadi”. Jenis penelitian ini menggunakan pendekatan kualitatif dengan metode deskiptif. Metode pengumpulan data yang digunakan adalah metode observasi, metode wawancara, dan metode dokumentasi dengan informan berjumlah 3 (tiga) orang yaitu pemilik, karyawan dan konsumen. Sedangkan metode analisis yang digunakan meliputi pengumpulan data, redukasi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian ini menunjukan , untuk produk yang ditawarkan oleh UMKM kerupuk sangrai Bapak Iyus menyediakan dua varian kerupuk yaitu kerupuk sangrai lidah, dan kerupuk sangrai pentil. Dalam penetapan harga Bapak Iyus sangat mempertimbangkan dengan kebutuhan konsumen maupun pengecer. Promosi yang dilakukan adalah promosi dari mulut ke mulut tanpa menggunakan media iklan online maupun media cetak. Distribusi yang dilakukan Bapak Iyus yaitu melakukan kerjasama dengan pihak distributor seperti warung-warung ataupun pengecer pinggir jalan sekitar lingkungannya. Dari keempat strategi yang diterapkan, saat ini UMKM kerupuk sangrai Bapak Iyus belum mengoptimalkan strategi pemasaran (marketing mix) sehingga mengakibatkan omzet penjualan kurang maksimal. Kata kunci : UMKM, Marketing Mix, Omzet Penjualan. Abstract Micro, Small and Medium Enterprises (MSMEs) are an important part of the economy of a country or region, including Indonesia. However, the movement of the business world which is developing so rapidly has resulted in more and more competition in the same business sector, making business actors have to be careful in determining the right method so that their business is able to survive and develop. The marketing mix can be considered as a problem solution that is able to answer every development problem in the marketing field. This research is motivated by researchers' attention regarding the increasing market competition in MSMEs, especially in the roasted cracker business sector. Therefore, the researcher plans to analyze "Marketing Mix Strategy in Increasing Sales of Roasted Crackers in Purwadadi MSMEs". This type of research uses a qualitative approach with descriptive methods. The data collection methods used were the observation method, interview method and documentation method with 3 (three) informants, namely the owner, employees and consumers. Meanwhile, the analytical methods used include data collection, data reduction, data presentation, and drawing conclusions. The results of this research show that for the products offered by MSMEs, roasted crackers, Mr. Iyus provides two variants of crackers, namely tongue roasted crackers and pentil roasted crackers. In setting prices, Mr. Iyus really considers the needs of consumers and retailers. The promotion carried out is word of mouth without using online advertising media or print media. The distribution carried out by Mr. Iyus is collaborating with distributors such as stalls or roadside retailers around his neighborhood. Of the four strategies implemented, currently Mr. Iyus' roasted cracker MSME has not optimized its marketing strategy (marketing mix), resulting in less than optimal sales turnover. Keywords: MSMEs, Marketing Mix, Sales Turnover.
Short Videos & Social Media Algorithms: Effective Communication in Tourism Marketing Yanti, Dewi; Subagja, Agus Dedi; Nurhayati, Siti; Rezeki, Syailendra Reza Irwansyah; Limbong, Christine Herawati; Hamid, Rahmad Solling
International Journal of Artificial Intelligence Research Vol 6, No 1.2 (2022)
Publisher : STMIK Dharma Wacana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29099/ijair.v6i1.2.585

Abstract

More and more users and business owners are gravitating toward short films. Short videos are now more engaging and entertaining due to more interactive engagements and the development of artificial intelligence technology like facial recognition. Short video marketing communications emerged due to the rapid growth of short videos. Social media usage is one kind of short video marketing communication. Short videos can now be uploaded to social media platforms for communication. TikTok is one of those social media sites. To sell its app, TikTok uses short movies that, thanks to an algorithm, quickly become viral hits. This study aims to identify Social Media Algorithms and Short Videos as Effective Communication Media in Tourism Marketing. Descriptive techniques are used in this study's qualitative methodology. The findings of the study demonstrate how social platforms like TikTok, which use algorithms based on user preferences and short films uploaded to social media, have changed how prospective tourists learn about places to visit the use of brief videos through social media platforms as marketing communications influences tourists' perceptions of destination image and tourist intentions, with interactive marketing playing a more significant role. This study investigates empirically the influence of usage on perceptions of destination image and tourism intentions. Regarding the effect of visitor intention, the influence of tourist attractions and accommodations is greater than that of short video marketing on image perception.
Pengaruh Strategi Pemasaran Digital Dan Kualitas Produk Terhadap Penjualan UMKM Kuliner Di Kecamatan Kalijati Kabupaten Subang Muhammad, Aziz; Subagja, Agus Dedi; As Shidik, Deddi; Rahayu, Pitriyani
The World of Business Administration Journal Volume 7 Issue 1, Juni 2025
Publisher : Fakultas Ilmu Administrasi Universitas Subang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37950/5jn7tb88

Abstract

Abstrak Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran digital dan kualitas produk terhadap penjualan Usaha Mikro, Kecil, dan Menengah (UMKM) kuliner di Kecamatan Kalijati, Kabupaten Subang. Fenomena yang melatarbelakangi penelitian ini adalah rendahnya daya saing UMKM kuliner akibat implementasi strategi pemasaran digital yang belum optimal, seperti kurangnya interaksi melalui platform digital, serta ketidaksesuaian kualitas produk dengan ekspektasi konsumen. Di era perkembangan teknologi, strategi pemasaran digital menjadi elemen penting untuk memperluas jangkauan pasar, sedangkan kualitas produk berperan sebagai kunci dalam menjaga loyalitas pelanggan dan mendukung keberlanjutan usaha UMKM. Penelitian ini menggunakan teori yang mencakup bauran pemasaran digital (marketing mix) dengan dimensi customer engagement, permission marketing, dan content marketing (Chaffey & Chadwick, 2016:43). Variabel kualitas produk diukur melalui dimensi fungsi produk, penampilan luar, dan biaya produk (Assauri, 2010:123). Variabel penjualan dianalisis berdasarkan dimensi volume, pendapatan, dan pertumbuhan penjualan (Swastha & Irawan, 2014:12). Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis regresi linier berganda. Data dikumpulkan melalui kuesioner yang melibatkan 29 pelaku UMKM kuliner sebagai responden. Sebelum dianalisis, data diuji validitasnya menggunakan teknik korelasi Pearson Product Moment dan reliabilitasnya dengan Cronbach's Alpha. Hasil uji menunjukkan bahwa seluruh item kuesioner dinyatakan valid dan reliabel. Data diolah menggunakan perangkat lunak IBM SPSS Statistics versi 25. Hasil penelitian menunjukkan bahwa strategi pemasaran digital memiliki koefisien regresi sebesar 0,025 dengan nilai signifikansi 0,907 (p > 0,05), sementara kualitas produk memiliki koefisien regresi sebesar -0,203 dengan nilai signifikansi 0,369 (p > 0,05). Secara simultan, uji F menghasilkan nilai sebesar 0,418 dengan signifikansi 0,663 (p > 0,05). Hasil ini menunjukkan bahwa strategi pemasaran digital dan kualitas produk secara parsial maupun simultan tidak memiliki pengaruh signifikan terhadap penjualan UMKM kuliner di Kecamatan Kalijati. Temuan ini mengindikasikan bahwa faktor eksternal, seperti kondisi ekonomi lokal dan tingkat persaingan pasar, lebih dominan dalam memengaruhi penjualan. Kata Kunci: Strategi Pemasaran Digital, Kualitas Produk, Penjualan, UMKM Kuliner, Kecamatan Kalijati, Kabupaten Subang   Abstract This study aims to analyze the influence of digital marketing strategies and product quality on the sales of culinary Micro, Small, and Medium Enterprises (MSMEs) in Kalijati District, Subang Regency. This research is motivated by the low competitiveness of culinary MSMEs due to the suboptimal implementation of digital marketing strategies, such as insufficient interaction through digital platforms, and the misalignment of product quality with consumer expectations. In the era of technological advancement, digital marketing strategies are essential for expanding market reach, while product quality serves as a key factor in maintaining customer loyalty and supporting the sustainability of MSMEs. This study uses theories encompassing the digital marketing mix with dimensions of customer engagement, permission marketing, and content marketing (Chaffey & Chadwick, 2016:43). The product quality variable is measured through dimensions of product functionality, appearance, and cost (Assauri, 2010:123). The sales variable is analyzed based on dimensions of volume, revenue, and sales growth (Swastha & Irawan, 2014:12). This research employs a quantitative approach with multiple linear regression analysis. Data were collected through questionnaires involving 29 culinary MSME actors as respondents. Before analysis, data validity was tested using Pearson Product Moment correlation, and reliability was tested using Cronbach's Alpha. The results showed that all questionnaire items were valid and reliable. Data were processed using IBM SPSS Statistics version 25 software. The study results indicate that digital marketing strategies have a regression coefficient of 0.025 with a significance value of 0.907 (p > 0.05), while product quality has a regression coefficient of -0.203 with a significance value of 0.369 (p > 0.05). Simultaneously, the F test resulted in a value of 0.418 with a significance of 0.663 (p > 0.05). These findings indicate that digital marketing strategies and product quality, both partially and simultaneously, do not significantly influence the sales of culinary MSMEs in Kalijati District. These results suggest that external factors, such as local economic conditions and market competition levels, play a more dominant role in influencing sales. Keywords: Digital Marketing Strategies, Product Quality, Sales, Culinary MSMEs, Kalijati District, Subang Regency
Co-Authors Abu Muna Almaududi Ausat ADE RISNA SARI Agus Ruhimat Aryanti, Rina As Shidik, Deddi Astuti, Putri Hilda Ayu Angelina Pasaribu Deddy Suhardi Dzaki Firdaus hanifah hanifah Iwan Henri Kusnadi Kamaruddin, Ilham Kusnadi, Iwan Henri Limbong, Christine Herawati Luluk Fauziah M. Indre Wanof Mariane, Ine Muhammad, Aziz Natika, Luki Nenden Srimulat Putri Anditasari, Putri Rachman, Reza Saeful Rahayu, Pitriyani Rahmad Solling Hamid Rezeki, Syailendra Reza Irwansyah Ronaldo, Reza Siti Nurhayati Suherlan Suherlan, Suherlan Suparman, Ade Taharruddin Taharruddin Taharuddin Taharuddin Thiara Anjelia Sukma Tititn kartini Yanti, Dewi Yogi Syarif Hidayat Yusti Pujisari Yuyu Sukmawati Zian Oktoberi