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Daradinanti, Vidia
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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PENGARUH IMPLEMENTASI MULTI-CHANNEL MARKETING TERHADAP PENJUALAN UMKM KULINER DI PONTIANAK Daradinanti, Vidia; Nita, Maria; Pascasia, Risma Carla Lydia
Business, Economics dan Entrepreneurship Vol 8 No 1 (2026): Business, Economics and Entrepreneurship
Publisher : Institut Shanti Bhuana, Program Studi Kewirausahaan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46229/bee.v8i1.1091

Abstract

The development of digital technology has changed the way culinary SMEs conduct marketing in Indonesia. This study aims to analyze the effect of multi-channel marketing implementation on sales of culinary SMEs in Pontianak. The research method uses a quantitative approach with purposive sampling technique on 30 culinary SMEs that have adopted digital platforms. Data were collected through structured questionnaires and analyzed using simple linear regression. The results showed that the implementation of multichannel marketing has a significant positive effect on sales of culinary SMEs in Pontianak. SMEs use various digital platforms such as Instagram, WhatsApp Business, GoFood, and GrabFood experienced an increase total sales. These provide evidence that integrated digital marketing strategies can improve the business performance of culinary SMEs.
Co-Authors nita, maria Pascasia, Risma Carla Lydia