Pengaruh Digital Payment, Promosi Diskon, Dan Kepercayaan Konsumen Terhadap Volume Penjualan Umkm Di Labuhanbatu
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Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh Digital Payment, Promotion Diskon, dan Kepercayaan Konsumen terhadap Volume Penjualan. Dengan menggunakan metode regresi linier berganda, penelitian ini mengeksplorasi bagaimana ketiga variabel tersebut memengaruhi keputusan pembelian dan kontribusinya terhadap penjualan produk. Data yang digunakan dalam penelitian ini diperoleh melalui survei kepada konsumen dan perusahaan yang terlibat dalam e-commerce. Hasil analisis menunjukkan bahwa semua variabel independen memiliki pengaruh positif dan signifikan terhadap Volume Penjualan. Digital Payment terbukti meningkatkan kenyamanan bertransaksi, yang mendorong konsumen untuk melakukan pembelian lebih banyak. Promotion Diskon menjadi strategi efektif dalam menarik perhatian konsumen dan mendorong mereka untuk membeli produk. Selain itu, Kepercayaan Konsumen memainkan peran penting dalam membangun loyalitas dan meningkatkan penjualan jangka panjang. Secara keseluruhan, hasil penelitian ini memberikan wawasan bahwa perusahaan perlu fokus pada peningkatan fasilitas pembayaran digital, penggunaan promosi yang menarik, dan upaya untuk mempertahankan serta meningkatkan kepercayaan konsumen guna meningkatkan Volume Penjualan. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi pemasaran dan manajemen dalam industri bisnis.
Kata Kunci: Digital Payment, Promotion Diskon, Kepercayaan Konsumen, Volume Penjualan
Abstract
This study aims to analyse the effect of Digital Payment, Discount Promotion, and Consumer Trust on Sales Volume. Using the multiple linear regression method, this study explores how the three variables influence purchasing decisions and their contribution to product sales. The data used in this study was obtained through a survey of consumers and companies involved in e-commerce. The analysis results show that all independent variables have a positive and significant influence on Sales Volume. Digital Payment is proven to increase transaction convenience, which encourages consumers to make more purchases. Discount Promotion is an effective strategy in attracting consumers' attention and encouraging them to buy products. In addition, Consumer Trust plays an important role in building loyalty and increasing long-term sales. Overall, the results of this study provide insight that companies need to focus on improving digital payment facilities, using attractive promotions, and efforts to maintain and increase consumer trust in order to increase Sales Volume. This research is expected to contribute to the development of marketing and management strategies in the business industry.
Keywords: Digital Payment, Discount Promotion, Consumer Trust, Sales Volume
Teks Lengkap:
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DOI: https://doi.org/10.37531/yum.v7i3.8164
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