PENGARUH E-COMMERCE, DIGITAL MARKETING, KUALITAS PRODUK DAN PELAYANAN, DAN CUSTOMER RELATIONSHIP MARKETING TERHADAP TINGKAT PENJUALAN

Authors

Dita Prihatini Universitas Airlangga
Windijarto Windijarto Universitas Airlangga
Tri Wahyu Oktavendi Universitas Muhammadiyah Malang

DOI:

Keywords:

Customer Relationship Marketing, Digital Marketing, E-Commerce, Kualitas Produk, Kualitas Pelayanan, Tingkat Penjualan.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh e-commerce, digital marketing, kualitas produk, kualitas pelayanan dan customer relationship marketing terhadap tingkat penjualan. Populasi yang digunakan yaitu pemilik usaha bidang usaha kuliner yang memanfaatkan e-commerce dan digital marketing untuk penjualan. Pendekatan yang digunakan yaitu pendekatan kuantitatif dengan kuesioner sebagai teknik pengumpulan data. Analisis data menggunakan metode Partial Least Square dengan software SmartPLS 3.0. Hasil penelitian ini menunjukkan e-commerce, digital marketing, kualitas produk dan pelayanan berpengaruh terhadap tingkat penjualan. Namun customer relationship marketing tidak berpengaruh signifikan terhadap tingkat penjualan.

References

Achmad, T. Arifin. “Pengaruh Customer Relationship Marketing (CRM) Terhadap Loyalitas Pengguna Matahari Club Card (MCC) Pada Matahari Departement Store Mal Ska Pekanbaru.” Jurnal Ekonomi Universitas Riau, vol. 18, no. 04, 2010, p. 8818.

Alcedo, Joel, et al. “Back to Trend: COVID Effects on E-Commerce in 44 Countries.” Journal of Macroeconomics, vol. 85, no. April, Elsevier Inc., 2025, p. 103682, doi:10.1016/j.jmacro.2025.103682.

Aldino, Alfin, and Finta Aramita. “Pengaruh Strategi Bersaing Dan E-Commerce Terhadap Keberhasilan Usaha.” Jurnal Ilmiah Manajemen Dan Bisnis ( JIMBI ), vol. 5, no. 1, 2024, pp. 90–98, doi:10.31289/jimbi.v5i1.4334.

Candra, Kevin, et al. “Pengaruh Harga, Promosi Dan Kualitas Pelayanan Terhadap Volume Penjualan Dan Kepuasan Konsumen Sebagai Variabel Moderasi Pada Pt Ocean Centra Furnindo.” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), vol. 8, no. 1, 2024, pp. 1237–52, doi:10.31955/mea.v8i1.3812.

Cardenas, John, et al. “Implementation of Digital Marketing Strategies. Problems and Benefits to the Financial Sector.” Management (Montevideo), vol. 3, 2025, doi:10.62486/agma2025124.

Chen, Wei, and Jiawei Li. “Digital Finance, Rural E-Commerce Development and Consumption Upgrading.” International Review of Financial Analysis, vol. 104, no. PA, Elsevier Inc., 2025, p. 104351, doi:10.1016/j.irfa.2025.104351.

Christopher Lovelock, and Paul Patterson. Services Marketing. 6 th Editi, 2015.

DeLone, William H., and Ephraim R. McLean. “Measuring E-Commerce Success: Applying the DeLone and McLean Information Systems Success Model.” International Journal of Electronic Commerce, vol. 9, no. 1, 2004, pp. 31–47, doi:10.1080/10864415.2004.11044317.

e-Conomy Sea. E-Conomy Sea 2023 Report. no. Reaching new heights: Navigating the path to profitable growth, 2023, pp. 1–124.

Fhadilah, Ilham, and Retno Setyorini. “Pengaruh E-Commerce Terhadap Volume Penjualan Shopee Food Pada Produk UMKM Di Kota Bandung.” E-Proceeding of Management, vol. 10, no. 1, 2023, p. 105.

Garvin, David A. Managing Quality: The Strategic and Competitive Edge. Hardvard B, The Free Pres, 1988.

Hardilawati, Wan Laura. “Strategi Bertahan UMKM Di Tengah Pandemi Covid-19.” Jurnal Akuntansi Dan Ekonomika, vol. 10, no. 1, 2020, pp. 89–98, doi:10.37859/jae.v10i1.1934.

Hartono, J. &. W. Abdillah. Konsep Dan Aplikasi Partial Least Square (PLS) Untuk Penelitian Empiris. Penerbit BPFE., 2009.

Hendrayati, Heny, et al. “Customer Relationship Management and Value Creation as Key Mediators of Female-Owned MSMEs’ Market Performance.” Journal of Innovation and Entrepreneurship, vol. 14, no. 1, Springer Berlin Heidelberg, 2025, doi:10.1186/s13731-025-00520-w.

Junita, et al. “Pengaruh Promosi, Kualitas Layanan Dan Brand Preference Terhadap Tingkat Penjualan Pada Toko Bintang Terang Motor Rantauprapat.” Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), vol. 7, no. 1, 2020, pp. 1–8, doi:10.36987/ecobi.v7i1.1431.

Kharisma, Fresha, et al. “Digital Marketing, Brand Awareness and Customer Relationship Management on Repurchase Intention in E-Commerce Marketplace.” ICBIR 2024 - 2024 9th International Conference on Business and Industrial Research, Proceedings, no. May, IEEE, 2024, pp. 494–98, doi:10.1109/ICBIR61386.2024.10875931.

Kotler, Philip. Dasar-Dasar Manajemen. Jilid 1 ed, intermedia, 2011.

Kotler, Philip, and G. Amstrong. “Principles of Marketing.” Pearson Education Limited, 15th ed., 2012, doi:10.2307/2224326.

Kotler, Philip, and Gary Armstrong. Prinsip-Prinsip Pemasaran. Jilid 1, Erlangga, 2008.

Lu, Lin, et al. “Measuring Service Quality with Text Analytics: Considering Both Importance and Performance of Consumer Opinions on Social and Non-Social Online Platforms.” Journal of Business Research, vol. 169, no. September, Elsevier Inc., 2023, p. 114298, doi:10.1016/j.jbusres.2023.114298.

Mokoagow, Nurrul H., et al. “Pengaruh Digital Marketing, Loyalitas Konsumen Dan Brand Reputation Terhadap Volume Penjualan Pada Produk Gula Aren Di Desa Tombolikat.” 455 Jurnal EMBA, vol. 13, no. 1, 2025, pp. 455–65.

Nabil, N. P. S. .. &. Wahid, A. (2025). Pengaruh E-Commerce Terhadap Volume Penjualan Pada Marketplace Localoka Di Jakarta Pusat. 2025, pp. 12–23, https://ejournal.cyber-univ.ac.id/index.php/innobiz/article/view/76.

Nabilah, Sharfina, et al. “Dampak Pandemi Covid-19 Terhadap UMKM (Studi Kasus UMKM Zea Food Di Kota Mataram).” Jurnal Inovasi Penelitian, vol. 1, no. 12, 2021, pp. 266–67.

OECD. “SME Policy Responses.” Oecd 2020, no. March, 2020, pp. 1–55, https://oecd.dam-broadcast.com/pm_7379_119_119680-di6h3qgi4x.pdf.

Park, Hyewon, and Won Moo Hur. “Unpacking Social Selling in Financial Services: The Interplay of Organizational Support, Social Media Self-Efficacy and Sales Technology Orientation.” International Journal of Bank Marketing, 2025, doi:10.1108/IJBM-09-2024-0538.

Prabowo, Willy Andrian. “Pengaruh Digital Marketingterhadap Organizational Performance Denganintellectual Capital Dan Perceived Qualitysebagai Variabel Intervening Pada Industri Hotel Bintang Tiga Di Jawa Timur.” Jurnal Manajemen Pemasaran, vol. 12, no. 2, 2018, pp. 101–12, doi:10.9744/pemasaran.12.2.101-112.

Prayitno, Eki Budi. “Jurnal Riset Mahasiswa Ekonomi ( RITMIK ) Pentingnya Kualitas Produk Dan Harga Dalam Mempengaruhi Volume Penjualan : Kasus UD . Suket Teki Manunggal Karoseri Dan.” Jurnal Riset Mahasiswa Ekonomi (RITMIK), vol. 6, no. 2, 2024, pp. 133–42.

Riana, Intan Resti, and Lu’lu’ Nafiati. “Pengaruh Persepsi Etika Bisnis Islam, Persepsi Kualitas Produk Dan Persepsi Kualitas Pelayanan Terhadap Tingkat Penjualan UMKM Kota Yogyakarta.” Rekayasa Keuangan, Syariah, Dan Audit, vol. 08, no. 01, 2021, pp. 59–66.

Sandri, Siti Hanifa, and Wan laura Hardilawati. “Model Pemasaran Hubungan Pelanggan, Inovasi Dan E-Commerce Dalam Meningkatkan Kinerja Pemasaran Ukm Di Pekanbaru.” Jurnal Akuntansi Dan Ekonomika, vol. 2, no. 1, 2019, pp. 20–42.

Suprianto Ahmadi, Rudi, et al. “Peningkatan Volume Penjualan Pada Umkm Industri Kreatif Makanan, Minuman Melalui E-Commerce Di Kota Bandung.” Sosiohumaniora, vol. 22, no. 2, 2020, pp. 172–80, doi:10.24198/sosiohumaniora.v22i2.24537.

Thy, Ngo Giang, et al. “Effect of Corporate Social Responsibility-Moderated Digital Marketing on Small and Medium Enterprises Performance in the Emerging Market.” Strategy and Leadership, vol. 53, no. 3, 2025, pp. 256–73, doi:10.1108/SL-12-2024-0142.

Tjiptono, Fandy, and Gregorius Chandra. Service, Quality and Satisfaction. Edisi Kedu, Andi, 2011.

Wa Ode Nur Asysyifaa, et al. “Analisis Penerapan Digital Marketing Dalam Meningkatkan Penjualan.” Jurnal Manajemen Dan Kewirausahaan, vol. 16, no. 2, 2024, pp. 38–47, doi:10.55598/jmk.v16i2.6.

Young Kim, Eun, and Youn‐Kyung Kim. “Predicting Online Purchase Intentions for Clothing Products.” European Journal of Marketing, vol. 38, no. 7, 2004, pp. 883–97, doi:10.1108/03090560410539302.

Zheng, Lu, et al. “Dynamic Product Quality Improvement Using Social Media Data and Competitor-Based Kano Model.” International Journal of Production Economics, vol. 285, no. February, Elsevier B.V., 2025, p. 109645, doi:10.1016/j.ijpe.2025.109645.