Pengaruh Kemampuan Literasi Digital Marketing Dan Strategi E-Commerce Advertising Terhadap Peningkatan Volume Penjualan Sparepart (Study kasus pada PT. Edie Arta Motor Indonesia Cabang Bungkulan)

Abstract

The purpose of this study was to determine the effect of digital marketing literacy skills and e-commerce advertising strategies on increasing sales volume. This research was conducted at Sparepat PT. Edie Arta Motor Indonesia Bungkulan Branch. Data collection techniques using a questionnaire. Samples taken were 77 consumers. The data analysis technique used is multiple linear regression, determination analysis, and hypothesis testing with the t test. data analysis with SPSS for windows program. The results showed 1) Digital Marketing Literacy has a positive and significant effect on Sales Volume with t-count > t-table (3.588> 1.66) with a significant value = 0.001. If using a significant level of 0.05, it can be concluded that 0.001 <0.05. 2) The E-Commerce Advertising Strategy has a positive and significant effect on Sales Volume at Sparepat PT. Edie Arta Motor Indonesia Bungkulan. t-count> t-table (4.516> 1.66) with a significant value = 0.000, if using a significant level of 0.05 it can be concluded that 0.000 <0.05. 3) and the results of the f-test calculation obtained f-count> f-table, (21.881> 3.12) indicating that Digital Marketing Literacy and E-Commerce Advertising Strategy have a joint effect on Sales Volume with a level of 0.000 <0, 05.