STRATEGI PEMASARAN KOREAN STREET FOOD PADA UMKM ANNYEONG CHINGU UNTUK MENINGKATKAN VOLUME PENJUALAN DENGAN MEDIA SOSIAL SEBAGAI VARIABEL INTERVENING

Abstract

This study aims to determine significantly the variable marketing strategy of Korean food and dimsum at UMKM Annyeong Chingu to increase sales volume with social media as an intervening variable. The object of research that I studied was the Annyeong Chingu SMEs. In this study, information was collected by conducting observations, interviews, and questionnaires. The number of respondents as many as 200 consumers. The results of this study indicate that the marketing strategy and sales volume variables have a significant influence on social media variables. In the multiple regression test the influence of the marketing strategy and social media variables with the value of sig. 0.000 < 0.05. The effect of marketing strategy and sales volume variables with sig. 0.000 < 0.05. The influence of social media variables and sales volume with the value of sig. 0.000 < 0.05. and the influence of marketing strategy and social media variables through sales volume with a value of 0.541. While the indirect effect of X through Z on Y is 0.062 x 0.541 = 0.603. Therefore, the total effect given by X to Y is a direct and indirect effect, namely: 0.646 + 0.603 = 1.249. These results indicate that indirectly X through Y has a significant effect on Z.