PENGARUH PEMASARAN DIGITAL TERHADAP OMZET USAHA PADA MASA PANDEMI COVID 19 (STUDI PADA UMK DI KOTA SALATIGA)

Authors

  • Sotya Fevriera Prodi Ilmu Ekonomi, Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Birgitta Dian Saraswati Prodi Ilmu Ekonomi, Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Dhian Adhitya Prodi Ilmu Ekonomi, Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Virgiana Nugransih Siwi Prodi Ilmu Ekonomi, Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana
  • Yustinus Wahyudi Prodi Ilmu Ekonomi, Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana

DOI:

https://doi.org/10.37478/als.v13i2.2592

Abstract

This study aims to identify the effect of using digital marketing on MSME business turnover in Salatiga City before and during the Covid-19 pandemic. The research sample is 134 businesses representing all small and medium enterprises in Salatiga City. The research uses data on the use of digital marketing by business actors in Salatiga City. The analysis technique uses descriptive statistics, qualitative analysis and regression models. The results show that the use of digital marketing has proven to have an effect on the turnover of SMEs during the Covid-19 pandemic. SMEs who did not use digital marketing during the Covid-19 pandemic had a lower turnover than SMEs who used digital marketing during the Covid-19 pandemic.

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Keywords:

MSMEs, Digital Marketing, Covid-19, Business Turnover

References

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Published

2023-09-01

How to Cite

Fevriera, S., Saraswati, B. D., Adhitya, D., Siwi, V. N., & Wahyudi, Y. (2023). PENGARUH PEMASARAN DIGITAL TERHADAP OMZET USAHA PADA MASA PANDEMI COVID 19 (STUDI PADA UMK DI KOTA SALATIGA). ANALISIS, 13(2), 192-208. https://doi.org/10.37478/als.v13i2.2592

Issue

Vol. 13 No. 2 (2023): ANALISIS VOL. 13 NO. 2 TAHUN 2023

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Articles

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