The Influence of Digital Marketing and E-Commerce Advertising Literacy Skills on the Sales Rate of Children's Clothes at Fashion Alekids Official in Bogor Regency
DOI:
https://doi.org/10.58174/ijimes.v1i2.38Keywords:
Literacy Ability Digital Marketing; E-commerce Advertisement; Sales Rate.Abstract
The purpose of this study is to determine the influence of digital marketing and e-commerce advertising literacy skills on the Sales Level of Children's Clothes at Fashion Alekids Official in Bogor Regency. The method used is quantitative. The sampling technique used the slovin formula and a sample of 100 respondents was obtained. Data analysis used validity test, reliability test, classical assumption test, regression analysis, correlation coefficient, determination coefficient and hypothesis test. The population in this study is Fashion Alekids Official consumers in Bogor Regency and the number of saturated samples amounted to 100 respondents. The method of data collection is through questionnaires with a likert scale, observation, and literature study. The results of this study are that digital marketing literacy ability has a significant effect on sales level with a determination coefficient of 41.2% and a hypothesis test obtained from a > table or (8,290 > 1,984). E-commerce advertising had a significant effect on sales rate with a determinationcoefficient of 39.8% and hypothesis tests were obtained > ttable or (8,049 > 1,984). Digital marketing literacy and e-commerce advertising skills simultaneously had a significant effect on sales rates by obtaining a regression equation of Y = 7.850 + 0.397X1 + 0.411X2, nii coefficient of determination was 57.0% while the remaining 43.0% was influenced by other factors. The hypothesis test obtained the value of Fcal > Ftabel or (64,246 > 3,090).
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