Peningkatan Volume Penjualan melalui E-Commerce dan Strategi Promosi Online pada UMKM Kuliner

Abstract

With technology developing faster through e-commerce, it is seen as an aid to MSME economic players, including online advertising, in order to be able to market products as widely as possible. The aim of this study was to determine the effect of e-commerce and online advertising on the volume increase. For sale in Bandung Regency. The data collection method was carried out by distributing questionnaires and interviews to 100 MSMEs in the Bandung Regency area. The analytical method in this study used multiple linear regression calculations, Subtest (t), Simultaneous Test (F) using SPSS 25.0 to see the effect of one variable on other variables. Based on the results of the partial test (t), the hypothesis of this study shows that e-commerce has a positive and significant influence on the partially accepted sales volume (H1) and the influence of online advertising variables on the MSME sales volume (H2) Online advertising has a positive and significant impact on what is partially accepted. The results of the F-test show that e-commerce (X1) and online promotion (X2) both have a positive and significant effect on sales growth (H3).