The Influence of Marketing Communications Through Online Media and Marketplace on Sales Turnover of Pandandwangi Rice Cianjur
Endah Lisarini, Dika Novaldi, Hanisa Sismaya Lestari · Science Journal of Business and Management · 2023
The era of digitalization encourages anyone to take advantage of online media to communicate and do business. To increase sales, marketing, and sales communications are carried out through various social media sites and marketplaces. The phenomenon of selling through social media and the marketplace is interesting to study. The purpose of this study was to examine: 1) the simultaneous effect of marketing communications through various types of social media and types of the marketplace on sales turnover of Pandanwangi rice; 2) the partial effect of marketing communications through various types of social media on sales turnover of Pandanwangi rice; 3) the partial effect of marketing communications through various marketplaces on sales turnover of Pandanwangi rice. Path analysis quantitative descriptive method is used to get answers to research objectives. Data were collected from 65 respondents in a cross-sectional survey. The results showed that marketing communications through appropriate online media, accompanied by interesting and informative communication content, were able to increase the sales turnover of Pandanwangi rice. The selection of a marketplace that many viewers have access to as a marketing communication medium significantly increases the sales turnover of Pandanwangi Cianjur rice. Simultaneously, marketing communications through online media and the marketplaces that are visited by many viewers, have a significant effect on increasing sales turnover of Pandanwangi Cianjur rice. It is hoped that the results of this research can be taken into consideration by stakeholders in communicating as well as marketing Pandanwangi rice with geographic indications online.