Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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The Influence of Digital Advertising as a Marketing Strategy on the Sales Level of Micro, Small, and Medium Enterprises in Manado City

Authors
Arsyad Arsyad1, *, Ratih Hurriyati1, Heny Hendrayati1
1Universitas Pendidikan Indonesia, Bandung, Indonesia
*Corresponding author. Email: arsyad01@upi.edu
Corresponding Author
Arsyad Arsyad
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_78How to use a DOI?
Keywords
Digital Advertising; Marketing Strategy; Sales Level; UMKM
Abstract

This study aims to examine the impact of digital advertising as a marketing strategy on increasing sales of Micro, Small, and Medium Enterprises (UMKM) in Manado City. The research approach uses quantitative methods, using SPSS 24 as a data processing tool. Data was collected through an online questionnaire distributed to 80 respondents who are alumni of the Digital Entrepreneurship Academy training program in Manado City. The sampling system was determined using the Krejcie-Morgan table. The research findings revealed that digital advertising, as a marketing strategy, has a positive and significant influence on the sales level of UMKM in Manado. This result emphasizes that digital advertising can be an effective marketing strategy for UMKM players in Manado.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_78How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Arsyad Arsyad
AU  - Ratih Hurriyati
AU  - Heny Hendrayati
PY  - 2025
DA  - 2025/09/12
TI  - The Influence of Digital Advertising as a Marketing Strategy on the Sales Level of Micro, Small, and Medium Enterprises in Manado City
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 670
EP  - 677
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_78
DO  - 10.2991/978-94-6463-817-2_78
ID  - Arsyad2025
ER  -