The Influence of Digital Marketing, Social Media, and Digital Payment on Business Development Among J&T Express Agents in Medan City

Abstract

This study aims to examine the influence of digital marketing, social media, and digital payment on business development among J&T Express agents in Medan City. The research adopts a quantitative approach with a causal associative design to analyze the relationships between variables. The entire population, consisting of 95 agents, was involved as research respondents. Data were collected through questionnaires and analyzed using multiple linear regression techniques. The results show that: (1) digital marketing (X1) has a positive and significant effect on business development (Y); (2) social media (X2) also has a positive and significant effect on business development (Y); (3) digital payment (X3) has a positive and significant effect on business development (Y); and (4) simultaneously, digital marketing, social media, and digital payment influence business development, contributing 75,2% of the variance, while the remaining 24,8% is influenced by other factors beyond the scope of this study. These findings indicate that the effective use of digital marketing, social media, and digital payment can contribute to business development.