PENGARUH STRATEGI PEMASARAN PLATFORM SHOPEE DAN PLATFORM TIKTOK TERHADAP PENJUALAN KRECEK RAMBAK KULIT SAPI DI UD YUZRIL JAYA

Abstract

The development of digital technology has driven changes in marketing strategie, particularly for Micro, Small, and Medium Enterprises (MSMEs) in increasing sales and expanding market reach. Marketplace and social media play an important role in marketing activities. This study aims to analyze the effect of marketing strategies through Shopee and TikTok platforms on the sales of beef skin cracker products at UD Yuzril Jaya, Mojokerto. This study employed a quantitative approach with a causal associative design. Data were collected through questionnaires from 80 respondents using purposive sampling. Data analysis included validity and reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-test and F-test with the assistance of SPSS. The results indicate that marketing strategies through Shopee and TikTok have a positive and significant effect on sales, both partially and simultaneously. This study concludes that integrated digital marketing can improve the sales performance of traditional food MSMEs. Perkembangan teknologi digital mendorong perubahan strategi pemasaran, khususnya bagi Usaha Mikro, Kecil, dan Menengah (UMKM) dalam meningkatkan penjualan dan memperluas pasar. Marketplace dan media sosial menjadi sarana penting dalam aktivitas pemasaran. Penelitian ini bertujuan menganalisis pengaruh strategi pemasaran melalui platform Shopee dan TikTok terhadap penjualan produk krecek rambak kulit sapi di UD Yuzril Jaya, Mojokerto. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif kausal. Data diperoleh melalui kuesioner kepada 80 responden menggunakan teknik purposive sampling. Analisis data dilakukan melalui uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linier berganda, serta uji hipotesis menggunakan uji t dan uji F dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa strategi pemasaran melalui Shopee dan TikTok berpengaruh positif dan signifikan terhadap penjualan, baik secara parsial maupun simultan. Penelitian ini menyimpulkan bahwa pemasaran digital terintegrasi mampu meningkatkan kinerja penjualan UMKM makanan tradisional.