Business, Economics and Entrepreneurship
Vol 8 No 1 (2026): Business, Economics and Entrepreneurship

PENGARUH IMPLEMENTASI MULTI-CHANNEL MARKETING TERHADAP PENJUALAN UMKM KULINER DI PONTIANAK

Daradinanti, Vidia (Unknown)
Nita, Maria (Unknown)
Pascasia, Risma Carla Lydia (Unknown)

Article Info

Publish Date
25 Feb 2026

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.

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Journal Info
Business, Economics and Entrepreneurship
Website

Abbrev

bee

Publisher

Sekolah Tinggi Ilmu Manajemen Shanti Bhuana

Subject

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

Description

Journal Business, Economics, and Entrepreneurship (BEE) (registration number/ISSN:2656-9469) peer-reviewed journal published twice a year in March and September by Entrepreneurship program of Sekolah Tinggi Ilmu Manajemen (STIM) Shanti Bhuana. This journal publishes the conceptual and empirical ...