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

In: Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

Author

Listed:
  • Arsyad Arsyad

    (Universitas Pendidikan Indonesia)

  • Ratih Hurriyati

    (Universitas Pendidikan Indonesia)

  • Heny Hendrayati

    (Universitas Pendidikan Indonesia)

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.

Suggested Citation

  • Arsyad Arsyad & Ratih Hurriyati & Heny Hendrayati, 2025. "The Influence of Digital Advertising as a Marketing Strategy on the Sales Level of Micro, Small, and Medium Enterprises in Manado City," Advances in Economics, Business and Management Research, in: Ratih Hurriyati & Sulastri Sulastri & Lisnawati Lisnawati & Lili Adi Wibowo (ed.), Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024), pages 670-677, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-817-2_78
    DOI: 10.2991/978-94-6463-817-2_78
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