Peran Saluran Pemasaran Digital (E-Commerce dan Media Sosial) dalam Meningkatkan Jangkauan Pasar pada Usaha Ritel di Era Transformasi Digital

Abstract

This research aims to analyze the role of digital marketing channels, specifically e-commerce and social media, in increasing the market reach of retail businesses in the era of digital transformation. The study used a descriptive, quantitative approach, involving 100 retail business actors in Palembang City, selected through purposive sampling. Data were collected via online questionnaires and brief interviews and analyzed using multiple linear regression. The results show that e-commerce use has a positive and significant effect on market reach, with an average increase in buyers from outside the city of 40%, while social media use increases new orders by an average of 30% per month. Using both channels simultaneously had a greater impact, with a determination coefficient of 72%. Although there are still obstacles, such as limited understanding of digital features, price competition, and logistics costs, this study concludes that integrating e-commerce and social media is the most effective digital marketing strategy for retail businesses to optimally expand market reach.