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All Journal QISTINA: Jurnal Multidisiplin Indonesia
Munthe, Paula Florensia
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Religion Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing

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Analisis Hubungan Digital Marketing Skills Dengan Kinerja Penjualan Produk Mahasiswa di Marketplace Shopee Munthe, Paula Florensia; Warasati, Rina Kartika; Nuraina, Azra Lena; Zuhra, Naila; Fiqri, Muhammad Ilham
QISTINA: Jurnal Multidisiplin Indonesia Vol 4, No 2 (2025): December 2025
Publisher : CV. Rayyan Dwi Bharata

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.57235/qistina.v4i2.7562

Abstract

This study aims to analyze the relationship between Digital Marketing Skills and the Sales Performance of Student Products on the Shopee Marketplace. The research employed a quantitative associative method, with a sample of 52 students actively selling on Shopee, selected using a purposive sampling technique. Data were collected through questionnaires and analyzed using normality, linearity, and Pearson correlation tests with SPSS 26. The results prove a strong and significant positive relationship between the two variables, with a Pearson correlation coefficient of 0.795 and a significance of 0.000. This indicates that the higher the students' digital marketing skills such as online promotion, account management, and content creation the higher the sales performance of their products on the Shopee Marketplace. These findings reinforce the Resource-Based View (RBV) theory, which positions digital skills as a strategic internal resource for achieving a competitive advantage and enhancing sales performance in the digital economy era
Co-Authors Fiqri, Muhammad Ilham Nuraina, Azra Lena Warasati, Rina Kartika Zuhra, Naila