PENGARUH DIGITAL MARKETING DAN KUALITAS PELAYANAN TERHADAP PENINGKATAN PENJUALAN BAGI USAHA, MIKRO, KECIL, DAN MENENGAH (UMKM) (STUDI KASUS WARUNG AYAM PENYET MBAK SUM)

The development of information technology is currently very developed, various small to large business activities take advantage of this development to run their business. Facing this era of digitalization is quite a challenge for business actors. The presence of the 4.0 revolution era will bring about changes in human work systems in various professional fields. Digital marketing is the process of marketing and promoting a brand, product or service to consumers carried out through digital media. Digital marketing is a concept that combines various marketing strategies.
The purpose of this study is to determine how Digital Marketing and Service Quality affect Sales Increase. This research uses quantitative methods. Quantitative research is a form of scientific research that examines one problem from one phenomenon, and looks at possible links or relationships between variables in a defined problem. Quantitative research takes the form of numbers and analysis using statistics. The data analysis used is Statistical Product Software and Service Solutions (SPSS) version 30.
Based on the determination coefficient test (R2) the R square value of 0.883 (88.3%) can be interpreted that digital marketing capabilities (X1) and service quality (X2) explain the variation in the sales increase variable (Y) by 88.3% and the rest is influenced by other variables not examined in this study.
Keywords: Digital Marketing, Service Quality, Increased Sales