Pengaruh Kualitas Layanan dan Promosi terhadap Pendapatan Usaha Toko Dzaki di Era Digital

Abstrak

This research investigates the effect of service quality and promotional strategies on the business income of Toko Dzaky in the context of the digital era. A quantitative methodology was employed, utilizing a survey approach through the distribution of questionnaires to a sample of 30 respondents. The collected data were analyzed using multiple linear regression, following preliminary assessments of validity, reliability, and classical assumptions. The results indicate that promotion has a statistically significant effect on business income (Sig. = 0.000 < 0.05), whereas service quality does not demonstrate a significant partial influence (Sig. = 0.754 > 0.05). When assessed collectively, both independent variables significantly impact business income, as shown by an Fvalue of 33.398 and an R² value of 0.712. This indicates that 71.2% of the variance in business income can be explained by service quality and promotional efforts. The findings highlight the importance of digital promotional strategies in increasing business revenue, while emphasizing the continued relevance of maintaining service quality for long-term operational sustainability. It is recommended that MSMEs actively enhance their digital marketing initiatives to remain competitive in the evolving business landscape.