THE ROLE OF DIGITAL MARKETING AND SOCIAL MEDIA IN POST-PANDEMI TO TRADITIONAL GROCERY STORE EXISTENCE
Abstract
ABSTRACT
This study aims to determine the effect of digital marketing and social media on the existence of traditional grocery stores in post the pandemic in Denpasar. The population in this study were people who live in the city of Denpasar and make purchases at traditional and modern minimarkets more than 3 times a week.The purpose of this research is to find the correlation between digital marketing, social media and traditional grocery store existence. This research used quantitative method research, the sample used was 100 respondents. Analysis data of this research using multiple linear regression analysis techniques, F test, and T test. The results of statistic test of this research to found that digital marketing and social media partially have positive and significant impact, in addition this research also show that simultaneous test of two variable have positive and significant impact. The summary of this research is to get significant information how digital marketing and social media is really have effect to the existence of traditional grocery stores in Denpasar city specially in the post-pandemic era.
Keywords: Digital Marketing, Social media, Existence, Post-pandemic
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