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Mohammad Anwar Sadat
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Jurnal Agribis
Published by Universitas Muslim Maros
ISSN : 2089449X     EISSN : 23546840     DOI : -
Core Subject : Economy, Science, Agriculture, Social,
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
Jurnal Agribis (JA) adalah media komunikasi ilmiah hasil-hasil penelitian primer agribisnis dan kajian-kajian sosial ekonomi pertanian serta disiplin lain yang berkaitan dengan agribisnis yang dilaksanakan oleh Dosen Fakultas Pertanian Peternakan dan Kehutanan (FAPERTAHUT) Universitas Muslim Maros dan Peneliti dari Lembaga Riset terkait.
Arjuna Subject : Ilmu Pertanian dan Biologi (Semua) - Ilmu Pertanian dan Biologi (Lain-Lain)
Articles 131 Documents
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Pengaruh Digital Marketing Terhadap Penjualan Roti UMKM Hafizh Roti di Kecamatan Mandai Kabupaten Maros Hikma, Hikma; Hikmah, Hikmah; Sadat, Mohammad Anwar; Asriyani, Asriyani
Jurnal Agribis Vol. 14 No. 1 (2026): Jurnal Agribis
Publisher : Universitas Muslim Maros

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46918/aednqq70

Abstract

The objective of this study is to analyze the influence of digital marketing on the sales improvement of Hafizh Roti UMKM in Mandai District, Maros Regency. In today’s digital era, the utilization of information technology has become one of the main strategies to expand market reach, increase brand awareness, and encourage consumer purchasing decisions. The analytical technique used is multiple linear regression to examine the effect of social media and digital promotion variables on purchasing decisions. The results indicate that digital marketing has a significant influence, both simultaneously and partially, on increasing Hafizh Roti sales. Social media and digital promotion have positive and significant coefficients in driving consumer purchasing decisions. Furthermore, it was found that 79% of respondents learned about Hafizh Roti through social media and were interested in purchasing due to the implemented digital promotions. This study emphasizes the importance of digital marketing strategies for UMKM in enhancing competitiveness in the modern era.

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