Track: Business Analysis and Marketing

Abstract

Abstract

The purpose of this study was to selected digital marketing strategies in increasing sales of MSME products in Gempolklutuk Village at Sidoarjo Regency. The research used was survey research in which the entire population was used as a respondent, which was all UMKM in Gempolklutuk village, totaling 75 respondents. The variables used were exogenous variables, endogenous variables, and mediating variables. exogenous variables consist of websites and Instagram endogenous variables consist of product sales mediating variables consist of YouTube. data collection techniques using questionnaires, data analysis techniques using PLS-SEM which consists of outer model analysis, inner model analysis and hypothesis testing. The results showed that the effect of digital marketing strategies using websites and Instagram on YouTube was 29.1%, while the effect of digital marketing strategies using websites and Instagram on product sales was 31.2%. based on the r-square value of each variable, a mean value of 0.33 or 33% was obtained, where the model in this study was categorized as moderate. The results of hypothesis testing showed that the website had a not significant effect on YouTube, the website had a not significant effect on product sales, Instagram has a significant positive effect on YouTube, Instagram has a significant positive effect on product sales, YouTube has no significant effect on product sales, websites and Instagram have no significant effect on product sales via YouTube.

Keywords

Digital marketing strategy, website, instagram, youtube, product sales.