PENGARUH DIGITAL MARKETING TERHADAP PENINGKATAN PENJUALAN PRODUK PADA CAFÉ DAPOER PARIS

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing terhadap peningkatan penjualan produk pada Café Dapoer Paris di Kabupaten Bandung. Tiga indikator utama digital marketing yang digunakan dalam penelitian ini adalah awareness, engagement, dan conversion. Digital marketing dijadikan sebagai variabel independen, sementara peningkatan penjualan produk sebagai variabel dependen. Penelitian menggunakan metode deskriptif dengan pendekatan kuantitatif. Sampel sebanyak 38 responden dipilih dari pelanggan aktif Café Dapoer Paris, dengan data primer diperoleh melalui kuesioner. Uji instrumen dilakukan dengan uji validitas dan reliabilitas, sedangkan analisis data menggunakan regresi linier berganda, korelasi, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa ketiga indikator digital marketing berpengaruh signifikan terhadap peningkatan penjualan. Conversion memberikan pengaruh paling dominan sebesar 64,1%, diikuti oleh awareness sebesar 62,1% dan engagement sebesar 44,4%. Nilai koefisien determinasi (R²) sebesar 82% menunjukkan bahwa variabel digital marketing menjelaskan 82% variasi peningkatan penjualan, sedangkan sisanya dipengaruhi oleh variabel lain di luar penelitian ini.

This research aims to analyze the influence of digital marketing on the sales growth of products at Café Dapoer Paris, located in Bandung Regency. The study focuses on three key indicators of digital marketing awareness, engagement, and conversion. Digital marketing is treated as the independent variable, while product sales growth serves as the dependent variable. The research employs a descriptive method with a quantitative approach. A total of 38 active customers of Café Dapoer Paris were selected as respondents, and primary data were collected through questionnaires. Instrument testing was conducted using validity and reliability tests, while data analysis included multiple linear regression, correlation analysis, and the coefficient of determination. The results indicate that digital marketing significantly influences product sales growth. Among the indicators, conversion has the most dominant effect with a contribution of 64.1%, followed by awareness at 62.1%, and engagement at 44.4%. The coefficient of determination (R²) of 0.82 implies that digital marketing explains 82% of the variation in sales growth, with the remaining 18% influenced by other factors outside the scope of this research.