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All Journal Jurnal Inovasi Bisnis (Inovbiz) Proceeding Applied Business and Engineering Conference
Fadhillah, Ulva
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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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Abstract

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.
THE INFLUENCE OF DIGITAL MARKETING ON PURCHASING DECISIONS FOR SCARLETT WHITENING PRODUCTS (Case Study of Bengkalis State Polytechnic Students) Fadhillah, Ulva; Hadi, Larbiel
Inovbiz: Jurnal Inovasi Bisnis Vol 12, No 2 (2024)
Publisher : Politeknik Negeri Bengkalis

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35314/inovbiz.v12i2.4371

Abstract

This research is an associative research that aims to analyze the effect of digital marketing implementation on purchasing decisions for Scarlett Whitening products. The problem in this study is the application of digital marketing and purchasing decisions made by consumers on Scarlett Whitening products. The sampling technique used Nonprobability Sampling technique. Respondents totaled 100 students who used Scarlett Whitening products at Politeknik Negeri Bengkalis and used primary data sources (questionnaires). The correlation coefficient is positive and unidirectional at 0.888. The simple linear regression equation which is positive at Y = 5.829 + 1.319X and the coefficient of determination shows 0.788, which means that digital marketing affects purchasing decisions by 78.8%. The T test results show that the t value of 19.100 is greater than the t table of 1.984, which means that H0 is rejected and Ha is accepted. This states that digital marketing variables influence purchasing decisions.Keywords:  Digital Marketing, Purchasing Decisions, Scarlett Whitening products
Co-Authors Larbiel Hadi Muhammad Arif Nosa, Muhammad Ridho Wahyu Triyono, Wahyu