Abstract
The aim of this research was to determine the effect of digital marketing in increasing sale volumes for Micro, Small and Medium Enterprises (MSMEs) in Mataram. The sampling technique in this research is Probability Sampling by using Simple Random Sampling method. Respondents are taken randomly then 150 respondents from culinary entrepreneurs in Mataram were ob-tained. The response is collected by using questionnaires which are statistically analyzed by a simple linear regression test resulting regression equation: Y = 4.746 + 0.496X. Findings: according to the results using Statistical Product and Service Solutions (SPSS), there are positive and signif-icant effect of the optimization digital marketing in increasing sale volumes (R value = 0.721). It means that the digital marketing use optimization as independent variables contributed 72.1 percent of the dependent variable namely the volume of sales; while, the remaining 27.9 percent is influenced by other variables.
Highlights
The development of information and communication technology nowadays greatly affects community activities without being limited by distance, space and time
This study was limited to Mataram, and performed on MSMEs engaged in the culinary industry, because of the limitations of time and cost, and is constrained due to the pandemic of corona virus disease, 2019
The samples were taken in this study as many as 150 respondents to fill out and answer questions and statements in the questionnaire about optimizing the use of digital marketing in increasing sales volume for MSME players in Mataram
Summary
The development of information and communication technology nowadays greatly affects community activities without being limited by distance, space and time. Business people began to leave the conventional / traditional marketing model and switch to modern marketing, namely digital marketing. Internet users continue to increase every year. It is undeniable that the growth of internet users in the republic cannot be separated from the development of telecommunications infrastructure, both by the government and by massive telecommunications companies. This is used by entrepreneurs to develop their business via the internet by promoting or marketing their products in various parts as long as the area has internet access
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