Pengaruh Digital Marketing Terhadap Pendapatan Penjualan Bunga Potong di CV. Sekartika Jati Kencana Kota Batu Malang

Muhammad Wildan Firmansyah, Risqi Firdaus Setiawan, Pawana Nur Indah

Abstract


Penelitian ini bertujuan untuk mendeskripsikan penerapan digital marketing, menganalisis pendapatan usaha, dan membandingkan kinerja transaksi antara pemasaran konvensional dan digital pada perusahaan tersebut. Data primer dikumpulkan melalui wawancara dan observasi, kemudian dianalisis menggunakan analisis biaya-penerimaan dan uji-t berpasangan. Hasil penelitian menunjukkan bahwa: (1) perusahaan menerapkan digital marketing melalui media sosial untuk meningkatkan branding dan transaksi; (2) total penerimaan dari digital marketingsebesar Rp88.400.000 lebih tinggi dibandingkan konvensional sebesar Rp79.800.000, dengan pendapatan bersih tahunan mencapai Rp104.088.515; (3) hasil uji-t menunjukkan bahwa terdapat pengaruh signifikan dari penerapan digital marketing terhadap peningkatan pendapatan perusahaan. Penelitian ini menyimpulkan bahwa integrasi strategi pemasaran digital berperan penting dalam meningkatkan kinerja keuangan usaha bunga potong skala kecil dan menengah. Secara praktis, temuan ini memberikan justifikasi empiris bagi pelaku usaha agribisnis untuk mengalokasikan sumber daya ke pemasaran digital guna memperluas pasar dan meningkatkan profitabilitas.


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DOI : https://doi.org/10.33005/agridevina.v14i2.4873

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