PENGARUH STRATEGI PEMASARAN (7P) MEDIA ONLINE TERHADAP PENINGKATAN PENJUALAN PRODUK UMKM DI KOTA PALOPO PADA ERA NEW NORMAL COVID-19

Arman, Arman (2021) PENGARUH STRATEGI PEMASARAN (7P) MEDIA ONLINE TERHADAP PENINGKATAN PENJUALAN PRODUK UMKM DI KOTA PALOPO PADA ERA NEW NORMAL COVID-19. Skripsi thesis, UNIVERSITAS MUHAMMADIYAH PALOPO.

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Abstract

This study aims to determine the effect of online media marketing strategy (7P) on increasing sales of UMKM products in Palopo City during the New Normal Covid-19 Era. Conducted in 185 UMKM business actors in Palopo City, this research was conducted by distributing 61 online questionnaires and 124 manual questionnaires to respondents of UMKM business actors in Palopo City, so that a total of 153 questionnaires were returned out of a total of 185 questionnaires spread by processed data. 130. The primary data collected from the answers to the questionnaire by the respondents was then analyzed and processed using the multiple linear regression analysis method using the 2007 version of the SPSS program. The results of the study show that not all marketing strategies (7P) have an effect on increasing sales of UMKM products in Palopo City in the New Normal Covid-19 Era, this is proven by the results of calculations and data processing carried out. Keywords: Marketing Strategy (7P) Product, Price, Promotion, Place, People, Process, Physical Evidence, Sales

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