THE INFLUENCE OF DIGITAL MARKETING IMPLEMENTATION ON SALES PERFORMANCE AND MARKET SHARE OF PT SANG HYANG SERI CENTRAL JAVA AND YOGYAKARTA BRANCH OPERATIONS
DOI:
https://doi.org/10.47701/tk2pwh22Keywords:
Digital Marketing,, Sales Performance,, Market Share,, Agribusiness,, SEM-PLSAbstract
Digital transformation has significantly changed business
marketing strategies, including in the agribusiness sector.
PT Sang Hyang Seri’s Central Java and Yogyakarta Branch
Operations, a state-owned enterprise engaged in rice seed
production, have experienced a decline in retail sales
performance over the past few years. This study aims to
analyze the implementation of digital marketing and
examine its impact on sales performance and market
share. A quantitative research approach was used with 47
agricultural retail partners of PT Sang Hyang Seri Central
Java and Yogyakarta Branch Operations. Data were
analyzed using Structural Equation Modeling-Partial Least
Squares (SEM-PLS) with SmartPLS 4 software. The findings
indicate that the implementation of digital marketing is
categorized as good. Hypothesis testing revealed that the
implementation of digital marketing has a positive and
significant impact on sales performance (path coefficient
= 0,745, t-statistic = 4,465, p-value = 0,000, R2 = 0,555).
Furthermore, the implementation of digital marketing
also has a positive and significant effect on market share
(path coefficient = 0,486, t-statistic = 2,277, p-value =
0,023; R2 = 0,597). This study concludes that strengthening
digital marketing strategies can improve a company’s
sales performance and enhance market competitiveness
in the rice seed industry.
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