Pengaruh Kualitas Pelayanan dan Social Media Marketing terhadap Volume Penjualan pada Usaha Mikro Kecil Menengah (UMKM) di Kota Medan selama Masa Pandemi Covid-19

Abstract

This research aims to find out the influence of implementing good service quality and the application of social media as a means of promoting sales to MSMEs during the Covid-19 pandemic in the city of Medan, therefore the research theme was chosen on the influence of service quality and social media marketing on sales volume in businesses. micro, small and medium enterprises (MSMEs) in the city of Medan during the Covid-19 pandemic. Sample selection was carried out using a purposive sampling method with the research object being MSMEs in the city of Medan that survived the Covid-19 pandemic, resulting in 132 MSMEs being the sample for this research. This research is associative with a quantitative approach and uses a questionnaire as data collection. The data analysis technique in this research uses multiple linear analysis. The research results show that the coefficient of determination test results (Adjusted R2) of 0.850 indicate that the independent variables, namely service quality and social media marketing, jointly influence the dependent variable, hypothesis testing and coefficient values show that service quality has a positive and significant effect on sales volume is 0.359, the social media marketing variable has a positive and significant effect on sales volume of 0.174 and states that the service quality and social media marketing variables simultaneously influence sales volume with an f value in the ANOVA table of 270,490 > from the f table of 3.09.