Pengaruh Komunikasi dan Affiliate Marketing Terhadap Peningkatan Volume Penjualan (Studi Kasus Para Pedagang Online di Marketplace Shopee)
DOI:
https://doi.org/10.47747/snfmi.v3i1.3074Abstract
This study aims to analyze the influence of marketing communications and affiliate marketing on increasing sales volume for online merchants in the Shopee marketplace. Marketing communications are considered a crucial tool for building relationships with consumers through various digital channels. In contrast, affiliate marketing is a performance-based promotional strategy that involves third parties to expand market reach. This study used a quantitative approach with a survey method of 100 Shopee merchant respondents who met the criteria for star sellers and Shopee Mall. Data were collected through an online questionnaire and analyzed using multiple linear regression. The results showed that marketing communications and affiliate marketing had a significant effect on sales volume, both partially and simultaneously. The practicality of these findings is reassuring, as it suggests that combining these two strategies can be a reliable approach to improving sales performance on the e-commerce platform. This knowledge can instill confidence in marketers, providing them with a new approach to boost sales.
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