Pengaruh Adopsi E-Commerce Terhadap Efisiensi Pemasaran dan Peningkatan Penjualan pada UMKM (Studi pada UMKM Makanan & Minuman di Kota Malang

Rio Rahman Hidayat, Dwiyani Sudaryanti, Irma Hidayati

Abstract


The impact of e-commerce adoption on marketing effectiveness and higher sales among Micro, Small, and Medium Enterprises (MSMEs) in Malang City's food and beverage industry is investigated in this study. The study is driven by the need for MSMEs to implement more effective and efficient marketing strategies due to the quick development of digital technology and the increasing change in customer behavior toward online platforms. Increased sales and effective marketing are thought to be crucial components for enhancing corporate performance and maintaining competitiveness in the digital age. This study employs an exploratory research design and a quantitative methodology. 66 respondents were selected via purposive sampling in compliance with predetermined criteria, and the population consists of MSME actors in Malang City who have incorporated e-commerce into their company operations. The data were gathered using structured questionnaires and subsequently analyzed through validity and reliability tests, classical assumption tests, simple linear regression analysis, t-tests, and the coefficient of determination (R Square). The findings indicate that e-commerce adoption has a significant and positive effect on both marketing efficiency and sales growth. These results emphasize the importance of optimizing e-commerce utilization as a strategic approach to enhance MSME performance and competitiveness in the digital market.

Keywords: E-commerce adoption, marketing efficiency, increased sales, msmes


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References


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