Anshori, Muhammad Fuad and , Zulfa Irawati, S.E., M.Si (2025) Pengaruh Strategi Digital Marketing Terhadap Peningkatan Volume Penjualan Warung Iga Cak Erwan Di Karanganyar. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study is motivated by the rapid growth of the culinary industry and the widespread adoption of digital marketing as a core strategy for reaching customers. It examines the effects of customer feedback, marketing communications, customer relationship management (CRM), and content sharing on sales volume at Warung Iga Cak Erwan Karanganyar in the digital era. Employing a quantitative survey design, the research sampled 120 active customers through purposive sampling. Data were collected via an online questionnaire and analyzed using multiple linear regression. Hipotesa tests revealed that all four independent variables customer feedback, marketing communications, customer relationships, and content sharing exert a positive and significant influence on sales volume. These findings support relationship marketing and CRM theory and underscore the critical role of digital marketing strategies such as social media management, digital feedback systems, and interactive content in enhancing sales performance for culinary businesses. Based on these results, it is recommended that Warung Iga Cak Erwan’s management continue to optimize digital channels for feedback collection and response, design adaptive integrated marketing communications, enrich data-driven loyalty programs, and produce consistent, relevant digital content to sustain sales growth amid intensifying digital competition.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing Strategic, Sales Volume |
| Subjects: | H Social Sciences > HD Management, Business and Labor H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management H Social Sciences > HD Management, Business and Labor > Management > Promosi > Promosi Online |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | MUHAMMAD FUAD ANSHORI |
| Date Deposited: | 26 May 2025 00:52 |
| Last Modified: | 12 Sep 2025 02:39 |
| URI: | http://eprints.ums.ac.id/id/eprint/135207 |
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