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All Journal Jurnal Rekavasi Jurnal Ilmiah Rekayasa Sipil Proceeding Applied Business and Engineering Conference
Wahyu Triyono, Wahyu
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Journal : Proceeding Applied Business and Engineering Conference

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The Impact of Implementing Digital Marketing and Branding on Increasing Sales and Competitive Advantage of MSMEs (Case Study of MSMEs Fostered by PT. PHR) Arif, Muhammad; Nosa, Muhammad Ridho; Triyono, Wahyu; Fadhillah, Ulva
ABEC Indonesia Vol. 12 (2024): 12th Applied Business and Engineering Conference
Publisher : Politeknik Negeri Bengkalis

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This study aims to analyze the effect of digital marketing and branding implementation on increasing sales andcompetitive advantage in MSMEs fostered by PT. PHR in Riau. Digital marketing includes the use of various onlineplatforms for promotion, while branding focuses on building a positive image and brand loyalty. The method used isquantitative research with multiple linear regression analysis techniques processed using SPSS 29 software. The resultsof the study show that branding has a more significant effect on increasing sales (62.8%) and competitive advantage(113.7%) compared to digital marketing, which only contributed 13% and 22.3% respectively. Prerequisite testsincluding normality, heteroscedasticity, and linearity tests show that the data used meets the criteria for statisticalanalysis. The main conclusion of this study is that MSMEs who want to increase their competitiveness in the digital eraneed to prioritize the development of branding strategies, although digital marketing remains an important component.This study provides practical implications for MSMEs in utilizing digital technology to improve their businessperformance.
Implementation of Cyber-Link Marketing Model for MSME Partners of PT. Pertamina Hulu Rokan (PHR) Hadi, Larbiel; Astari, Yanisha Dwi; Triyono, Wahyu
ABEC Indonesia Vol. 12 (2024): 12th Applied Business and Engineering Conference
Publisher : Politeknik Negeri Bengkalis

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Abstract

This study aims to determine how the implementation of the Cyber-Link marketing model in MSMEs assistedby PT Pertamina Hulu Rokan (PHR). The analysis in this study used a quantitative descriptive method with data collectiontechniques using questionnaires and interviews with MSME actors. The population of this study are MSMEs assisted byPT Pertamina Hulu Rokan who are members of the Riau Cyber Community of Regional Featured Products (KaRiCePU)with a total sample of 63 MSMEs. Data analysis was carried out in four stages, namely editing, coding, tabulation, and dataanalysis. The results explained that the implementation of the Cyber-Link model succeeded in increasing product visibility,expanding market reach, and creating better interactions with consumers. However, challenges in technology adoption,including limited digital knowledge and internet access, were significant barriers. Recommendations from this studyinclude increasing digital training for MSME players and strengthening technology infrastructure to support thesustainability and growth of MSMEs in the digital era. This research is expected to provide insights for the developmentof more effective and innovative marketing strategies for MSMEs.
Co-Authors Astari, Yanisha Dwi Fadhillah, Ulva Larbiel Hadi Muhammad Arif Muhammad Yusuf Muhammad Zudhy Irawan, Muhammad Zudhy Nosa, Muhammad Ridho Siti Malkhamah Titin Isna Oesman