Model Pemasaran Berbasis Digital (Studi Kasus: IKM Batik Akasia di Kabupaten Bantul)

Maryani, Andini Agustin and , Dr. Suranto, S.T, M.M (2023) Model Pemasaran Berbasis Digital (Studi Kasus: IKM Batik Akasia di Kabupaten Bantul). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The development of technology in this era is very rapid. The rapid development of technology, the digital world and the internet of course also has an impact on the world of marketing. Marketing trends in the world are transitioning from conventional or offline to digital or online. Increasing technological advances make competition between businesses, both large companies and small companies, of course, increasingly stringent. These technological advances have made competition increasingly stringent among producers offering batik products, these constraints have greatly impacted batik sales from Batik Akasia. To maintain the viability of the company, Batik Akasia needs to develop a marketing model that can certainly maintain its existence amidst increasingly fierce competition between similar companies and so that Batik Akasia can generate maximum profits and can survive uncertain conditions. This study aims to create the right marketing model to increase sales volume for Akasia Batik IKM. This research uses Partial Least Square-Sructural Equation Model (PLS-SEM) analysis using SmartPLS software. The sampling technique in this study used a purposive sampling technique. The results of the research based on the model hypothesis testing carried out can be concluded that the google my business variable has a negative and insignificant effect on the sales volume variable with the original sample values, T-statistics and P-Value of -0.031, 0.360 and 0.719, respectively. Then the website variable has a positive and significant effect on the sales volume variable with the original sample value, T-statistic and P-Value of 0.310, 3.963 and 0.000, respectively. Then social media variables have a positive and significant effect on sales volume variables with original sample values, T-statistics and P-Value of 0.500, 0.502 and 0.000 respectively. Then the e-commerce variable has a positive and significant effect on the sales volume variable with the original sample, T-statistic and P-Value values of 0.237, 2.411 and 0.016 respectively. The results of data processing and analysis have obtained the right model with several variables that can increase sales volume at IKM Batik Akasia according to the model suitability test criteria, namely the website variable with company profile indicators and website catalogs. Then social media variables with indicators Facebook, Instagram, TikTok and WhatsApp business. Then the e-commerce variable with the indicators Shopee, Tokopedia and Lazada. Keywords: Digital Marketing, Model, SEM-PLS, Smart-PLS

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Digital Marketing, Model, SEM-PLS, Smart-PLS
Subjects:	T Technology > TI Industrial Engineering
Divisions:	Fakultas Teknik > Teknik Industri
Depositing User:	ANDINI AGUSTIN MARYANI
Date Deposited:	06 May 2023 01:50
Last Modified:	06 May 2023 01:50
URI:	http://eprints.ums.ac.id/id/eprint/111322

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