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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran online dan offline terhadap penjualan Kopi Jago di PT Solusi Satuan Berjalan, cabang Melawai, Jakarta Selatan. Latar belakang penelitian berangkat dari fenomena perbedaan signifikan antara volume penjualan online yang relatif rendah dibandingkan penjualan offline, meskipun perusahaan telah mengimplementasikan aplikasi digital. Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner kepada 99 responden, yang kemudian dianalisis melalui regresi linier berganda. Hasil penelitian menunjukkan bahwa strategi pemasaran online berpengaruh positif dan signifikan terhadap penjualan, dengan koefisien regresi sebesar 0,330 dan tingkat signifikansi 0,000. Demikian pula, strategi pemasaran offline memberikan pengaruh positif dan signifikan, ditunjukkan dengan koefisien regresi 0,161 dan signifikansi 0,032. Secara simultan, kedua strategi pemasaran tersebut berkontribusi signifikan terhadap penjualan dengan nilai R² sebesar 0,490. Temuan ini mengindikasikan bahwa integrasi strategi pemasaran online dan offline mampu meningkatkan kinerja penjualan secara efektif. Rekomendasi penelitian ini menekankan pada optimalisasi digital marketing serta penguatan interaksi pelanggan secara offline untuk memaksimalkan potensi penjualan.


Kata Kunci: Pemasaran Online, Pemasaran Offline, Penjualan, Kopi Jago

Keywords

Pemasaran Online, Pemasaran Offline, Penjualan, Kopi Jago

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How to Cite
Pratama, R. danan, Permadi, H. ., & Masrifah, I. . (2025). Pengaruh Strategi Pemasaran Online dan Offline Terhadap Penjualan Kopi Jago di PT Solusi Satuan Berjalan Melawai Jakarta Selatan. Economics and Digital Business Review, 7(1), 291–302. https://doi.org/10.37531/ecotal.v7i1.3069
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