The Influence of Social Media, Advertising and Resellers on Marketing Strategies in Increasing Sales on SME Snack Food Products Croccante Chips

Abstract

The current business development requires SMEs to carry out several strategies in marketing in running their business. Based on the results of a survey conducted by BPS, around 34.10% of businesses sell via online and 65.90% by offline. This shows that the right marketing strategy will greatly affect the increase in product sales either online or offline. For this reason, this study aims to see the effect of social media, advertising and resellers in increasing sales on Croccante Chips snack SME products. The method to be used in this research is descriptive quantitative. The number of samples used was 55 respondents with an error rate of 5%. The independent variables in this study are social media, advertising and resellers (X), the control variable is the marketing mix (Z), and the dependent variable is the level of sales (Y). The results showed that there is a positive and significant relationship between social media, advertising and resellers (X) to the level of sales (Y) of 52.2%, so it can be said that the higher the influence of social media, advertising and resellers, the higher the level of product sales.