Fitri Handayani, Aida (2023) Pengaruh Penjualan Pribadi (Personal Selling) dan Pemasaran Digital Terhadap Penjualan Pada Produk UMKM Agroindustri Di Kabupaten Pandeglang. Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
EFFECT PERSONAL SELLING AND DIGITAL MARKETING ON SALES OF AGROINDUSTRY UMKM PRODUCT IN PANDEGLANG REGENCY AIDA FITRI HANDAYANI Covid-19 has an impact on all sectors, one of which is the economic sector. The consequences of this problem are significantly felt by the perpetrators of Micro, Small and Medium Enterprises (UMKM).. After the weakening of economic growth due to the Covid-19 pandemic, there is currently a growing issue of the threat of a recession in 2023 which worries a number of countries including Indonesia. The decline in direct purchasing patterns by consumers has also had a significant impact on reducing UMKM turnover in the regions. The UMKM sector that has the potential to increase regional economic growth is the UMKM sector in the Agro-industry sector. There are still very few forms of the food processing industry in the Pandeglang Regency area and there are still many UMKM industries that only use conventional sales methods with personal sales To find out, test, analyze the influence of sales Personal, the influence of digital marketing, the influence of Personal selling and digital marketing have a simultaneous effect on sales of umkm agro-industrial products in Pandeglang Regency. The data analysis techniques used in this study were validity, reliability, normality, multicollinearity, heteroscedasticity and hypothesis testing. The results of the study show that personal selling and digital marketing have a partial effect on sales while simultaneously or simultaneously Personal selling and digital marketing have a positive effect on sales.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | PENGARUH PENJUALAN PRIBADI (PERSONAL SELLING) DAN PEMASARAN DIGITAL TERHADAP PENJUALAN PRODUK UMKM AGROINDUSTRI DI KABUPATEN PANDEGLANG. AIDA FITRI HANDAYANI Covid-19 berdampak Pada semua sektor, salah satunya sektor ekonomi. Hal ini dirasakan secara signifikan oleh para pelaku Usaha Mikro Kecil Menengah (UMKM) yang mengalami krisis ekonomi. Setelah melemahnya pertumbuhan ekonomi akibat pandemi Covid-19, saat ini berkembang isu ancaman resesi pada 2023 yang mengkhawatirkan sejumlah negara termasuk Indonesia.. Menurunnya pola pembelian secara langsung yang dilakukan konsumen juga berdampak yang signifikan terhadap penurunan omzet UMKM di daerah. Sektor UMKM yang memiliki potensi yang dapat meningkatkan pertumbuhan ekonomi daerah yaitu UMKM sektor Agroinsudtri masih banyak industri UMKM yang hanya menggunakan metode penjualan konvensional dengan penjualam pribadi Untuk mengetahui, menganalisis pengaruh Penjualan Pribadi, pengaruh Pemasaran digital, berpengaruh secara simultan terhadap Penjualan produk umkm Agroindustri di Kabupaten pandeglang. Teknik analisis data yang dilakukan pada penelitian ini yaitu uji Validitas, Reliabilitas, Normalitas, Multikoleniaritas, Heteroskedastisitas dan uji Hipotesis. Hasil penelitian menunjukkan bahwa penjualan pribadi dan pemasaran digital berpengaruh secara parsial terhadap penjualan sementara secara simultan Penjualan pribadi dan pemasaran digital berpengaruh positif terhadap penjualan. | |||||||||
| Uncontrolled Keywords: | Personal selling, Digital Maeketing, Marketing, Agroindustry UMKM Penjualan Pribadi, Pemasaran Digital, Penjualan, UMKM Agroindustri | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 08-Pascasarjana 08-Pascasarjana > 54108-Magister Ilmu Pertanian |
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| Depositing User: | AIDA FITRI AIDA AIDA | |||||||||
| Date Deposited: | 08 Aug 2023 14:22 | |||||||||
| Last Modified: | 08 Aug 2023 14:22 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26864 |
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