The Relationship Between Digital Marketing Strategies through Advertising and Affiliate Programs on the Shopee and Tiktok Platforms and the Sales Performance of PT Dua Sahabat Mendunia, Malang City

Dwi Amelia Putri; Hayatul Millah; Anik Gita Yuana

doi:10.63922/ijebir.v5i04.3395

Dwi Amelia Putri Faculty of Islamic Economics and Business, Zainul Hasan Genggong Islamic University, Probolinggo, East Java, Indonesia.
Hayatul Millah Faculty of Islamic Economics and Business, Zainul Hasan Genggong Islamic University, Probolinggo, East Java, Indonesia.
Anik Gita Yuana Faculty of Islamic Economics and Business, Zainul Hasan Genggong Islamic University, Probolinggo, East Java, Indonesia.

DOI: https://doi.org/10.63922/ijebir.v5i04.3395

Keywords: Digital Marketing; Affiliate Program; Sales Performance.

Abstract

his study aims to analyze the influence of digital marketing strategies through advertising and affiliate programs on sales performance at PT Dua Sahabat Mendunia. The main focus of the study is directed at identifying the effectiveness of each digital marketing strategy, both partially and simultaneously, in improving the company's sales performance amidst the development of the digital ecosystem and changes in consumer behavior. This study uses a quantitative approach with an explanatory research method. The research data were obtained from the company's internal data covering digital advertising activities, affiliate programs, and sales performance during a certain observation period. Data analysis was conducted using multiple linear regression to test the relationship and influence between the research variables. The results show that digital advertising has a positive relationship with sales performance, but has not shown a statistically significant effect. In contrast, affiliate programs have been shown to have a positive and significant influence on increasing sales performance. Simultaneously, both digital marketing variables show a significant influence on sales performance, with the dominant contribution coming from affiliate programs. The implications of this study suggest that companies need to develop an integrated digital marketing strategy, by strengthening affiliate programs as a primary sales conversion strategy and optimizing digital advertising to build brand awareness and expand market reach in the digital economy era.

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