Strategi Pemasaran E-Marketing Peningkatan Penjualan Produk (Studi Kasus: Batik Wahyu Kembar Sukoharjo)

Pangestu, Briliyant Okka and , Dr. Suranto, ST., MM (2022) Strategi Pemasaran E-Marketing Peningkatan Penjualan Produk (Studi Kasus: Batik Wahyu Kembar Sukoharjo). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to analyze the relationship between e-marketing variables and to design a business development strategy for Batik Wahyu Kembar UMKM. The benefits of this research are expected to help batik businesses in developing their business through e-marketing using the SEM (Structural Equation Modeling) method. The method used in this study is a quantitative and qualitative approach where data processing uses SEM-PLS. MSME Batik Wahyu Kembar was chosen as the object of research with the research target being the followers of Batik Wahyu Kembar's Instagram, totaling 400 respondents. Based on the processing, it was found that the data obtained were valid and reliable, so that it could be continued for structural analysis of the relationship model of the e-independent variable to the sales volume of the Wahyu Kembar Batik UMKM. In testing the Structural Model in the form of the Path coefficient value, the overall variable has significant status where the results of the P-value of the three variables do not exceed the value of alpha or a significant level of 0.05 of which the influence of social media on MSME sales volume is positive and significant with a value of 0.05. P-Value 0.00. Then the effect of e-commerce on the sales volume of MSMEs is positive and significant with a P-Value of 0.00. and the influence of the website on the sales volume of MSMEs is positive and significant with a P-Value of 0.02. Then the R-Square value in the structural model is 0.872, from the results of the R-Square value it can be concluded that the three variables Social Media (X1), E-commerce (X2) and website (X3) have an influence of 87.2% on Sales Volume (Y).

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	E-marketing , Volume Penjualan, Structural Equation Modeling, SEM-PLS
Subjects:	T Technology > TI Industrial Engineering
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	BRILIYANT OKKA PANGESTU
Date Deposited:	25 Jul 2022 05:57
Last Modified:	25 Jul 2022 05:57
URI:	http://eprints.ums.ac.id/id/eprint/101891

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