Open AccessPengaruh Digital Marketing dan Brand Awareness terhadap Penjualan Produk KartuAS Telkomsel Cabang Palembang
Author(s) -
Rofik Satria,
A R Hasmawaty
Publication year - 2021
Publication title -
jurnal nasional manajemen pemasaran dan sdm
Language(s) - English
Resource type - Journals
ISSN - 2745-7257
DOI - 10.47747/jnmpsdm.v2i3.361
Subject(s) - business , business administration , advertising , population , product (mathematics) , mathematics , medicine , geometry , environmental health
The purpose of this research was to determine the effect of digital marketing on the sales product of KartuAS by PT. Telkomsel Branch Palembang, to determine the effect of brand awareness on the sales product of KartuAS by PT. Telkomsel Branch Palembang, to determine the effect of digital marketing and brand awareness on KartuAS sales in Palembang City. The population of this research is the population of the millennial generation in Sukarami Village, Sukarami District, Palembang City for use the KartuAS by PT. Telkomsel as many as 1274 people and the sample as many as 200 people. Samples were taken by random sampling with an error rate of 5%. Primary data was taken using digital marketing questionnaires, brand awareness questionnaires and product sales questionnaires. Data were analyzed by simple linear regression analysis model and multiple linear regression analysis model. The results show that there is an influence of digital marketing on product sales, there is an influence of brand awareness on product sales, and there is a joint influence of digital marketing and brand awareness on product sales.AbstrakTujuan penelitian ini adalah untuk mengetahui pengaruh digital marketing terhadap penjualan produk KartuAS PT. Telkomsel Branch Palembang, untuk mengetahui pengaruuh brand awareness terhadap penjualan produk KartuAS PT Telokmsel Branch Palembang, dan untuk mengetahui pengaruh digital marketing dan brand awareness terhadap penjualan KartuAS di Kota Palembang. Pupulasi penelitian ini adalah penduduk generasi milenial di Kelurahan Sukarami Kecamatan Sukarami Kota Palembang yang memakai produk kartu AS dari PT. Telkomsel sebanyak 1274 orang dan yang dijadikan sampel sebanyak 200 orang. Sampel diambil secara random sampling dengan taraf kesalahan 5%. Data primer diambil dengan menggunakan kuisioner digital marketing, kuisioner brand awareness dan kuisioner penjualan produk. Data dianalisis dengan model analisis regresi linier sedarhana dan model analisis regresi linier berganda. Hasil penelitian menunjukan bahwa ada pengaruh digital marketing terhadap penjualan produk, ada pengaruh brand awareness terhadap penjualan produk, dan ada pengaruh bersama-sama digital marketing dan brand awareness terhadap penjualan produk.