LEATHER SHOES BUSINESS DEVELOPMENT DIGITAL BASED MARKETING STRATEGY IN WEST BANDUNG REGENCY
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Date
2020
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International Journal of Psychosocial Rehabilitation, Vol.24, Issue 02
Abstract
In this study revealed that there is a gap (gap) between strategy-based programs with business development
on IKM shoes in West Bandung Regency. This study aims to determine whether digital-based marketing strategies have
an effect in determining the business development of shoes SMEs in West Bandung Regency. The factors tested in this
study are digital marketing strategies as independent variables, while business development as the dependent
variable. The research method used is descriptive method, with data collection techniques through observation and
questionnaire distribution. The population in the study was the shoes SMEs entrepreneurs with a research sample of 63
respondents. Data analysis using multiple linear regression analysis at a significant level of 5%. The program used is
SPSS 25. The results of the study showed that the independent variable, digital-based marketing strategy, was influential
in determining the business development of shoes SMEs in West Bandung Regency.
Description
Keywords
Digital Marketing, IKM Business Development