Analisis Pengaruh Digital Marketing Terhadap Penjualan Bibit Alpukat Karya Mandiri Farm (Studi Pada Usaha Pembibitan Agus Prabowo di Desa Sidomakmur Kecamatan Tana Lili Kabupaten Luwu Utara)
DOI:
https://doi.org/10.51574/jip.v5i1.389Keywords:
Analisis Pengaruh, Digital Marketing, Bibit Alpukat, SPSS 20Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Digital Marketing Terhadap Penjualan Bibit Alpukat Karya Mandiri Farm Pada Usaha Pembibitan Agus Prabowo di Desa Sidomakmur Kecamatan Tana Lili Kabupaten Luwu Utara. Penentuan sampel menggunakan metode expert sampling yaitu pemilik langsung dari usaha pembibitan karya mandiri farm dan para pekerjanya. Teknik analisis menggunakan analisis regresi linear dan paired-samples t test pada SPSS 20. Metode pengumpulan data dengan cara observasi, kuesioner, dan dokumentasi. Hasil penelitian menunjukan uji koefisien determinasi (R²) nilai R 0.847, yang dimana memiliki arti bahwa kemampuan variabel independen terhadap dependen memiliki pengaruh kuat. Sedangkan nilai R Square sebesar 0,718 atau sama dengan 71,8% artinya pengaruh variabel X (digital marketing) dapat menjelaskan variabel Y (penjualan) sebesar 71,8% dan sisanya 28,2% dipengaruhi oleh faktor lain yang tidak ditulis dalam penelitian. Uji simultan (Uji F) memiliki nilai sig. 0,02 lebih kecil dari 0.05 artinya dapat disimpulkan bahwa model regresi sederhana ini layak digunakan dan variabel independen (digital marketing) memiliki pengaruh secara signifikan terhadap variabel dependen (penjualan).Uji parsial (Uji T) pada model diketahui nilai signifikan variabel digital marketing (X) sebesar 0.02 lebih kecil dari 0.05 bisa disimpulkan bahwa nilai hipotesis diterima.Artinya ada pengaruh penggunaan digital marketing (X) terhadap variabel penjualan bibit alpukat (Y). Terakhir uji Paired Sample T Test untuk menguji perbandingan penjualan bibit alpukat, nilai signifikannya sebesar 0,00 lebih kecil dari 0,05, dapat disimpulkan bahwa hipotesis nol (Ho) ditolak, sementara hipotesis alternatif (Ha) diterima.Artinya ada pengaruh atau terdapat perbedaan volume penjualan antara sebelum dan setelah menggunakan digital marketing
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