ANALYSIS OF THE USE OF DIGITAL MARKETING IN INCREASING SALES AT THE SARI TANI TEMANGGUNG AGRICULTURAL SHOP

Abstract

The purpose of this study is to analyze the influence of the use of digital marketing on sales carried out at Sari Tani Agricultural Stores. Marketing has become one of the efficient ways for small and medium enterprises (SMEs) to optimize sales in line with the development of digital technology. This study uses a quantitative and qualitative approach which focuses on a survey approach involving consumers and Sari Tani store managers as respondents. Research data was collected through questionnaires, interviews and linear regression analysis to examine the relationship between digital marketing variables, which include social media sites, e-commerce and paid advertising significantly. The results of this study show that the ability to optimize digital marketing has a significant influence in increasing the number of new customers, strengthening customer loyalty and having a direct impact on increasing sales at Toko Sari Tani. The regression analysis conducted shows that digital marketing strategies have a positive influence on sales. The conclusion of this study is to emphasize the importance of the role of digital marketing in increasing the competitiveness and sales growth of Sari Tani stores, as well as providing recommendations to optimize digital marketing strategies for sales growth.