The Effect of Digital Marketing and E-Commerce on Increasing Sales Volume

Asep Junaedi (), Rafikal Arsy Bramasta (), Ujang Badru Jaman () and Andri Ardhiyansyah ()
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Asep Junaedi: Universitas Nusa Putra, Department of Management
Rafikal Arsy Bramasta: Universitas Nusa Putra, Department of Management
Ujang Badru Jaman: Universitas Nusa Putra, Department of Law
Andri Ardhiyansyah: Universitas Nusa Putra, Department of Management

A chapter in Proceedings of the International Conference on Economics, Management, and Accounting (ICEMAC 2022), 2023, pp 135-150 from Springer

Abstract: Abstract The digital era is a new era in changing the way business works. In the current digital era, all business sectors are experiencing significant changes and require digitization in their operations, including Micro, Small and Medium Enterprises. Currently, MSMEs are required to be ready to adapt to change in order to have business continuity and then competitive advantage. The big challenge faced by MSMEs is how to increase the accessibility of MSMEs to go digital, increase the capability of MSMEs in producing quality products and have strong competitiveness to improve welfare. One of them is the UMKM Aski Sport Home Industry which is an UMKM that was founded in 2020. This business focuses on selling sports balls in Sukabumi Regency for sports activities including football, volleyball, basketball to sports accessories. Technological progress has increased extraordinarily rapidly. One of them is internet technology which is growing to make it easier for people to communicate, various small and large business activities take advantage of this technological advancement to develop their business. Digital marketing is a medium that can be used to market a product that is currently in great demand by the public to support various activities carried out. Many people have switched from traditional marketing models to modern marketing (digital marketing). This study used a quantitative approach with 60 respondents consisting of Aski Sport resellers and processed using regression and the help of SPSS 26 software.

Keywords: Digital Marketing; E-Commerce and Sales Volume (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-226-2_12

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