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All Journal Jurnal Manajemen dan Kewirausahaan
Derry Suryadi
Universitas Fajar
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH DIGITALMARKETING DAN INOVASI PRODUK TERHADAP PENINGKATAN VOLUME PENJUALAN PADA USAHA KECIL DI KOTA MAKASSAR St. Rukaiyah; Syamsuddin Bidol; Derry Suryadi
Jurnal Manajemen dan Kewirausahaan Vol. 16 No. 2 (2024): Jurnal Manajemen dan Kewirausahaan
Publisher : Jurusan Manajemen FEB UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55598/jmk.v16i2.4

Abstract

This study aims to determine the effect of digital marketing and product innovation on increasing sales volume in small businesses in Makassar. This study is a quantitative study, using a descriptive analysis method. The population in this study were small business actors in Makassar. The sample in this study amounted to 88 samples based on the equal distribution of each sub-district visited. The data collection technique used a questionnaire with a linear multiple regression analysis technique. The results of this study indicate that digital marketing partially has a positive and significant effect on sales volume, product innovation partially has no positive and insignificant effect on sales volume. Digital marketing and product innovation simultaneously have a positive and significant effect on sales volume. These findings provide information about the need for digital adaptation among small businesses.
Co-Authors St. Rukaiyah Syamsuddin Bidol