Optimization of Promotions in Palembang Digitally and Its Effect on Sales Turnover during the Covid-19 Pandemic
Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Digital Marketing, Promotion dan Peningkatan Omzet pada sektor UKM kuliner di Kota Palembang. Penelitian ini menggunakan penelitian kuantitatif dengan analisis deskriptif. Metode analisis data dalam penelitian ini adalah Analisis Regresi Logistik Biner, Uji Signifikansi Parameter Simultan, Uji Signifikansi Parameter Parsial, Uji Kesesuaian Model, dan Uji Ketelitian Klasifikasi Model. Berdasarkan hasil penelitian Digital Marketing, Promosi dan Peningkatan Omzet sektor UKM kuliner di Kota Palembang tergolong baik. Keterbatasan penelitian ini adalah sektor UKM kurang fokus pada pengembangan bisnis, terutama pada produk dan perspektif. Penelitian ini bermanfaat bagi Kementerian Koperasi UKM di Kota Palembang khususnya dalam bidang Digital Marketing untuk UKM.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
