Digital Marketing Strategies and Their Impact on Sales Volume : Evidence from Culinary MSMEs in Banjar District

Abstract

This study investigates the influence of digital marketing on sales volume among culinary micro and small enterprises (MSMEs) in Banjar District, a sector in which digital adoption remains limited despite increasing demands for technological adaptation. The central problem concerns the low level of digital marketing literacy and the suboptimal use of online sales platforms, prompting this study to examine the existing condition of digital marketing practices, describe the current level of sales volume, and determine the extent to which digital marketing affects sales performance. A quantitative explanatory approach was applied, utilizing primary data collected through a saturation sampling technique involving 68 culinary MSME respondents registered on Gojek and Grab platforms. Data analysis employed validity and reliability tests, correlation analysis, coefficient of determination, t-test, and simple linear regression. The findings reveal that both digital marketing practices and sales volume fall within the “good” category, and the correlation between the two variables is moderate. The coefficient of determination indicates that digital marketing explains 28.62% of the variance in sales volume, demonstrating its substantive contribution while acknowledging the presence of other influencing factors. Hypothesis testing confirms that digital marketing has a significant effect on sales volume among culinary MSMEs in Banjar District. Overall, the study underscores that strengthening digital marketing strategies particularly through more intensive use of e-commerce applications and social media can enhance sales performance and improve the competitive capacity of MSMEs in the digital economy era.