KONSISTENSI PEMASARAN BERBASIS DIGITAL TERHADAP VOLUME PENJUALAN PADA COFFE SHOP THOUSAND SUNNY DI KOTA SUMBAWA BESAR

Abstract

This study aims to examine the effect of digital marketing consistency on sales volume at Thousand Sunny Coffee Shop in Sumbawa Besar City. This study employed a causal-associative research method. The data analyzed were quantitative data in the form of respondents’ scores, collected directly from primary sources through questionnaires. The population comprised all customers of Thousand Sunny Coffee Shop, whose exact number was unknown. The study involved 96 respondents, with the sample size determined using the Lemeshow formula and respondents selected through accidental sampling. The collected data were processed using SPSS and analyzed through simple linear regression analysis, a partial hypothesis test (t-test), and the coefficient of determination test (R²). The results indicate that digital marketing consistency has a positive and significant effect on sales volume at Thousand Sunny Coffee Shop in Sumbawa Besar City. This finding is supported by a calculated t-value of 18.400, which is greater than the critical t-value of 1.986 (18.400>1.986), and a significance value of 0.000, which is lower than 0.05 (0.000<0.05). The coefficient of determination (R²) was 0.783, indicating that digital marketing consistency accounted for 78.3% of the variation in sales volume and that the relationship was categorized as strong. The remaining 21.7% was influenced by other variables not examined in this study, such as product quality, price, promotional location, and distribution channels.