The Influence of Digital Advertising as a Marketing Strategy on the Sales Level of Micro, Small, and Medium Enterprises in Manado City

Arsyad Arsyad (), Ratih Hurriyati and Heny Hendrayati
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Arsyad Arsyad: Universitas Pendidikan Indonesia
Ratih Hurriyati: Universitas Pendidikan Indonesia
Heny Hendrayati: Universitas Pendidikan Indonesia

A chapter in Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), 2025, pp 670-677 from Springer

Abstract: Abstract This study aims to examine the impact of digital advertising as a marketing strategy on increasing sales of Micro, Small, and Medium Enterprises (UMKM) in Manado City. The research approach uses quantitative methods, using SPSS 24 as a data processing tool. Data was collected through an online questionnaire distributed to 80 respondents who are alumni of the Digital Entrepreneurship Academy training program in Manado City. The sampling system was determined using the Krejcie-Morgan table. The research findings revealed that digital advertising, as a marketing strategy, has a positive and significant influence on the sales level of UMKM in Manado. This result emphasizes that digital advertising can be an effective marketing strategy for UMKM players in Manado.

Keywords: Digital Advertising; Marketing Strategy; Sales Level; UMKM (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-817-2_78

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DOI: 10.2991/978-94-6463-817-2_78

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