Pengaruh Pemasaran Berbasis Online Terhadap Peningkatan Penjualan Produk Makanan Skala Rumah Dengan Kepuasan Sebagai Variabel Intervening Di Kecamatan May Bungur

Abstract

The aim of this research is to find out whether online-based marketing has a direct effect on
increasing sales. To find out whether online-based marketing has a direct effect on
satisfaction. To find out whether increasing sales has a direct effect on satisfaction. To find
out whether online-based marketing has an indirect effect on increasing sales. The
population in this research is 76 food traders in Way Bungur District. The sample in this
research was food traders of Way Bungur District, totaling 32 people. In this research, a path
analysis model is used because between the independent variable and the dependent variable
there is mediation that influences it. This research consists of three variables. Namely online-
based marketing as the independent variable, increasing sales as the dependent variable and
satisfaction as the intervening variable. Based on the results of the research and discussion,
several conclusions can be drawn that partially online-based marketing (ξ1) has a positive
and significant influence on increasing sales (η2). There is no direct influence between
online-based marketing on satisfaction. There is no direct influence between increasing sales
on satisfaction. There is an indirect influence between online-based marketing on increasing
sales through the satisfaction variable