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All Journal JOURNAL OF SCIENCE AND SOCIAL RESEARCH Jurnal Manajemen, Bisnis dan Kewirausahaan
Jum’adil Dwi Zulstra
Universitas Putra Indonesia YPTK Padang
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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The Effect of Digital Marketing Strategy, Price, and Product Quality on Sales Performance: Evidence from Rendang Cipuik GG SMEs in Indonesia Jum’adil Dwi Zulstra
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 3 (2025): Desember : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i3.5916

Abstract

This research explores how digital marketing strategy, pricing, and product quality shape sales performance in Rendang Cipuik GG, a traditional small and medium-sized enterprise (SME) in Lima Puluh Kota Regency, Indonesia. Using a quantitative explanatory design, the study collected primary data from 100 consumers through a structured questionnaire and analyzed the responses using multiple regression and structural equation modeling with partial least squares (SEM-PLS). The findings show that both digital marketing strategy and product quality positively and significantly impact sales performance, while pricing did not have a significant individual effect on consumer purchasing decisions. However, when considered collectively, these three variables—digital marketing strategy, price, and product quality—jointly influence sales outcomes in a statistically significant way. These results highlight the importance of digital transformation for SMEs in heritage-based culinary industries, suggesting that modern consumers prioritize authenticity, consistent quality, and engaging digital marketing over price. The study contributes to SME marketing literature by integrating these three elements into a comprehensive framework for understanding sales performance, and provides practical guidance for SME owners and entrepreneurs, emphasizing that investment in digital platforms, product authenticity, and quality consistency are key strategies for maintaining competitiveness in the digital economy.
PENGARUH PROMOSI DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PADA BUBUK KOPI JM PAYAKUMBUH Jum’adil Dwi Zulstra
JOURNAL OF SCIENCE AND SOCIAL RESEARCH Vol. 9 No. 3 (2026): June 2026
Publisher : Smart Education

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54314/jssr.v9i3.6709

Abstract

Abstract: This study aims to analyze the influence of promotion and distribution channels on consumer purchasing decisions regarding JM Payakumbuh Coffee Powder. The study employs a quantitative approach with a causal research design. The sample consists of 100 respondents selected using purposive sampling. Data were analyzed using binary logistic regression. The results indicate that promotion has a positive and significant effect on purchasing decisions (Sig. 0.015), and distribution channels likewise have a positive and significant effect (Sig. 0.002). These two variables explain 48.6% of the variation in purchasing decisions, while the remainder is influenced by factors outside the scope of this study. Thus, enhancing promotional effectiveness and optimizing distribution channels can increase consumer purchasing decisions for JM Payakumbuh Coffee Powder. Keywords: Promotion, Distribution Channels, Purchasing Decisions   Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh promosi dan saluran distribusi terhadap keputusan pembelian konsumen pada Bubuk Kopi JM Payakumbuh. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian kausatif. Sampel penelitian berjumlah 100 responden yang dipilih menggunakan teknik purposive sampling. Data dianalisis menggunakan regresi logistik biner. Hasil penelitian menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap keputusan pembelian (Sig. 0,015), demikian pula saluran distribusi berpengaruh positif dan signifikan (Sig. 0,002). Kedua variabel mampu menjelaskan keputusan pembelian sebesar 48,6%, sedangkan sisanya dipengaruhi faktor lain di luar penelitian. Dengan demikian, peningkatan efektivitas promosi dan optimalisasi saluran distribusi dapat meningkatkan keputusan pembelian konsumen pada Bubuk Kopi JM Payakumbuh. Kata Kunci: Promosi, Saluran Distribusi, Keputusan Pembelian
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