THE EFFECT OF THE APPLICATION OF DIGITAL MARKETING ON THE MARKETING PERFORMANCE OF COMMUNITY UMKM PRODUCTS IN PARI CITY VILLAGE, PANTAI CERMIN DISTRICT, SERDANG BEDAGAI REGENCY
Abstract
This study aims to analyze the influence of the application of digital marketing on the marketing performance of UMKM products in Pari City Village, Pantai Cermin District, Serdang Bedagai Regency. The benefits of research are expected that the public will soon start to carry out product sales activities through digital, in order to get the latest information about product innovation and increase sales volume. This research is a research with a qualitative approach. Data collection through field research and library research with a total sample of 30 people who have UMKM products and have been running for 1 year. The data analysis technique of this study uses simple linear regression analysis with the SPSS version 25 program. The results of this study show that there is an influence between digital marketing on the marketing performance of UMKM. The use of online facilities in terms of marketing, promotions and transactions will increase sales volume and have a positive impact on the income of these people.
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