The Influence of Online Advertising on Sales in the Marketplace

Lucas Pereira

Abstract


This study aims to analyze the influence of online advertising on marketplace sales. The approach used in this study is a quantitative approach with an explanatory research type. The population in this study was business actors who actively use advertising features on marketplace platforms, with a purposive sampling technique. Data were collected through questionnaires and sales report documentation, then analyzed using simple linear regression, t-test, and coefficient of determination. The results show that online advertising has a positive and significant effect on marketplace sales. This is evidenced by a significance value smaller than 0.05 and a positive regression coefficient value. In addition, the effectiveness of online advertising is also reflected in increased impressions, click-through rates (CTR), and sales conversion rates. This study concludes that optimizing digital advertising strategies can improve sales performance sustainably if supported by product quality, competitive prices, and good service.

Keywords


Online Advertising; Sales; Marketplace; Digital Marketing; Online business.

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References


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DOI: http://dx.doi.org/10.58258/bisnis.v5i1.10375

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Lisensi Creative Commons
Ciptaan disebarluaskan di bawah Lisensi Creative Commons Atribusi-BerbagiSerupa 4.0 Internasional.

Bussiness Management
p-ISSN: 2828-8203, e-ISSN: 2828-7606
Jurnal ini diterbitkan oleh Lembaga Penelitian dan Pendidikan (LPP) Mandala.

Alamat: Jl. Lingkar Selatan, Perum Elit kota Mataram Asri Blok O. No. 35, Jempong Baru, Sekarbela, Kota Mataram NTB. Indonesia