PENGARUH DIGITAL MARKETING DAN LOKASI TERHADAP PENINGKATAN PENJUALAN HOMEINDUSTRI SEULANGA KECAMATAN SAMALANGA KABUPATEN BIREUEN

Abstract

This study aims to analyze the effect of digital marketing and location on sales growth at Home Industry Seulanga, Samalanga District, Bireuen Regency. This research employed a quantitative approach with an associative research design. The population consisted of all customers of Home Industry Seulanga, while 96 respondents were selected using the accidental sampling technique. Data were collected through questionnaires and analyzed using validity testing, reliability testing, multiple linear regression analysis, t-test, F-test, and the coefficient of determination (R Square) with the assistance of SPSS software. The results indicate that digital marketing has a positive and significant effect on sales growth with a significance value of 0.000, while location also has a positive and significant effect on sales growth with a significance value of 0.028. Simultaneously, digital marketing and location have a significant effect on sales growth with a significance value of 0.000. The coefficient of determination (R Square) of 0.838 indicates that both independent variables explain 83.8% of the variation in sales growth, while the remaining 16.2% is influenced by other factors outside the research model. Therefore, optimizing digital marketing strategies and selecting a strategic business location can contribute to increasing sales at Home Industry Seulanga, Samalanga District, Bireuen Regency.