Main Article Content

Abstract

This research is focused on how digital marketing affects dodol sales performance. The concept of digital marketing includes indicators such as Accessibility, Interactivity, Entertainment, Credibility, Interest, and Informative. Sales performance evaluation consists of indicators such as Sales Growth, Profit Growth, Sales Volume, Market Growth, and Customer Growth. Digital marketing plays a very important role in improving dodol sales performance. By utilizing various digital platforms, such as social media, websites, and e-commerce applications, dodol business actors can reach consumers more widely and more efficiently. This study uses a field study methodology with a quantitative perspective. The population of this study is dodol traders located in the Workshop Market, Serdang Bedagai Regency. The population of this study is 36 swordsmen and a sample of 36 traders, which were selected as a whole so that they used saturated sampling. Data were obtained from questionnaires and analyzed using simple linear regression. The results of the study show that digital marketing variables have a significant influence on the sales performance of the workshop market if considered individually. Overall, the role of digital marketing is vital in improving sales performance. With the right strategy, digital marketing can have a significant positive impact on business growth, increase product visibility, and expand market share and customer loyalty.

Keywords

Digital Marketing Performance Sales

Article Details

How to Cite
Agustina, P., Yafiz, M., & Nasution, M. I. P. (2025). The Role of Digital Marketing in Improving Dodol Sales Performance. Ilomata International Journal of Social Science, 6(3), 819-833. https://doi.org/10.61194/ijss.v6i3.1713

References

  1. Afif, M. (2019). The Influence of Motivation and Work Environment on the Performance of Employees of the Beverage Product Packing Section of PT. Lion's Mas Pandaan. JAMIN : Jurnal Aplikasi Manajemen Dan Inovasi Bisnis, 1(2), 104-114. doi:https://doi.org/10.47201/jamin.v1i2.11
  2. Aisyah, S. R. (2023). The Influence of Entrepreneurial Knowledge, Motivation, Family Environment and Social Media on Muslim Students' Interest in Entrepreneurship. Journal on Education, 5(4), 11740–11757. doi:https://doi.org/10.31004/joe.v5
  3. Andika, B. &. (2023). The Influence of Information Technology for Micro, Small and Medium Enterprises. Journal Warunayama, 2(1), 1–10.
  4. Arlinda, S. &. (2024). The application of digital marketing in attracting interest in buying MSME products in Grogol Petamburan District, West Jakarta. Ikraith-Ekonomika, 7(2), 184–192. doi:https://doi.org/10.37817/ikraith-ekonomika.v7i2.3347
  5. Creswell, J. (2020). Research Design: Qualitative, Quantitative, and Mixed Method Approaches (4th edition). Thousand Oaks: CA: Publikasi Sage.
  6. Dewi, R. (2021). The Influence of Work Ability, Motivation and Career Development on Employee Performance of PT. Bina Buana Semesta. JEBI (Jurnal Ekonomi Bisnis Indonesia), 16(1), 19–25.
  7. Eri, Z. &. (2022). Social Media Utilization Strategy and Service Quality at the Spirit Book and Coffee Reading Park in Medan City. Asian Journal of Management Analytics, 1(2), 89–96. doi:https://doi.org/10.55927/ajma.v1i2.1468
  8. Husna, F. M. (2024). The Application of Digital Marketing and Promotion in PT. The Antidote of the Legend Advanced. Inisiatif: Jurnal Ekonomi, Akuntansi Dan Manajemen, 3(1), 76–91.
  9. Imsar Imsar, J. N. (2023). Analysis of the Influence of Future Package Financing on the Growth of Micro, Small and Medium Enterprises and Increase in Customer Income from the Perspective of Islamic Economics. Ats-Tsarwah: Jurnal Hukum Ekonomi Islam, 3(1), 20-30.
  10. Imsar, N. N. (2023). Analysis Of Digital Economic Interactions, Economic Openness, Islamic Human Development Index (I-HDI) And Investment On Indonesia's GDP Growth. Edukasi Islami: Jurnal Pendidikan Islam, 12(1), 753-772. doi:https://doi.org/10.30868/ei.v12i01.4265
  11. IQBAL, M. (2021). The Effectiveness of Digital Marketing on Service Quality in Businesses during the Covid 19 Pandemic (Case Study in Aceh). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 7(2), 83–93. doi:https://doi.org/10.35870/jemsi.v7i2.609
  12. Iskandar, T. (2021). Human Resource Development of the State Islamic University of North Sumatra. PENDALAS: Jurnal Penelitian Tindakan Kelas dan Pengabdian Masyarakat, 1(2), 174-197. doi:https://doi.org/10.47006/pendalas.v1i2.80
  13. Maulana, F. &. (2019). Sales Expertise, Sales Behavior and Salesforce Sales Performance of PT Nasmoco Pemuda Semarang. Jurnal Administrasi Bisnis, 8(2), 121–130. doi:https://doi.org/10.14710/jab.v8i2.25966
  14. Nurbaiti, A. A. (2023). Behavior analysis of MSMEs in Indonesia using fintech lending comparative study between sharia fintech lending and conventional fintech lending. JPPI (Jurnal Penelitian Pendidikan Indonesia), 9(4), 92-99.
  15. Purba, A. M. (2021). Training for Marketing Communication Strategies to Improve Dodol Product Market Share in the Bengkel Market Area of Serdang Bedagai. Pengabdian Dan Pemberdayaan Masyarakat, 5(1), 41–47. doi:https://doi.org/10.30595/jppm.v5i1.8363
  16. Purbasari, H. &. (2019). Analysis of the Influence of Sales Training on Sales Effectiveness Mediated by Sales Performance (Medical Representative). Inventory: Jurnal Akuntansi, 3(1), 11-21. doi:https://doi.org/10.25273/inventory.v3i1.4192
  17. Putri, N. H., & Iskandar, T. (2024). Human Resource Development Management of Bank Syari'ah Indonesia Medan City. Jurnal El Rayyan: Jurnal Perbankan Syariah, 3(1), 11-25. doi:https://doi.org/10.59342/jer.v3i1.511
  18. Putri, N. R. (2019). The Effect of Education, Training, and Career Development on Employee Performance of Pt. Asuransi Takaful Batam. JURNAL AKUNTANSI, EKONOMI Dan MANAJEMEN BISNIS, 7(1), 48–55. doi:https://doi.org/10.30871/jaemb.v7i1.
  19. Rahmad Hidayat, T. I. (2022). Strategies to Increase Income for the Welfare of Merchant Families. Inovatif: Jurnal Ekonomi, Manajemen, Akuntansi, Bisnis Digital dan Kewirausahaan, 1(4), 305-315. doi:https://doi.org/10.55983/inov.v1i4.197
  20. Samosir, J. M. (2019). The Influence of the Construction of the Medan-Tebing Tinggi Toll Road on Micro, Small and Medium Enterprises. Jurnal Ilmiah Akuntansi Dan Finansial Indonesia, 3(1), 45–54. doi:https://doi.org/10.31629/jiafi.v3i1.1516
  21. Saputra, H. T. (2023). The application of digital marketing as a marketing strategy to increase the competitiveness of MSMEs. Journal Economy Management Busiiness and Entrepreneur, 1(1), 29–37. doi:https://doi.org/10.57235/mantap.v2i1.1592
  22. Sari, H. (2020). Cash Expenditure Management in Improving Family Financial Success. Jurnal Ekonomi Manajemen dan Akuntansi, 17(3), 211-224.
  23. Seputri, W. &. (2022). QRIS as a Generation Z Digital Transaction Tool: Factor Analysis. Adzkiya : Jurnal Hukum Dan Ekonomi Syariah, 10(2), 139-149.
  24. Sofiah, M. R. (2023). Analysis of the influence of the 4p marketing mix (product, price, promotion, and place) on purchasing decisions in micro, small and medium enterprises. Jurnal Riset Ekonomi Dan Bisnis, 16(2), 122-132. doi:https://doi.org/10.26623/jreb.v16i2.7288
  25. Suardi, N. M. (2022). Assistance for Biological MSMEs in the Pasar Bengkel. Ikra-Ith Abdimas, 5(2), 27–31.
  26. Sugiyono. (2022). Quantitative, qualitative, and R&D research methods. Bandung: CV. Alfabeta.
  27. Suriani, N. R. (2023). The Concept of Population and Sampling and Selection of Participants is Reviewed from Educational Scientific Research. Jurnal IHSAN : Jurnal Pendidikan Islam, 1(2), 24–36. doi:https://doi.org/10.61104/ihsan.v1i2.55
  28. Umi Kalsum, P. S. (2023). CONTEMPORARY ISSUES. Jambi: PT. Sonpedia Publishing.
  29. Waruwu, M. (2023). Educational Research Approach: Qualitative Research Method, Quantitative Research Method and Mixed Method. Jurnal Pendidikan Tambusai, 7(1), 2896–2910.