Pengaruh Pemilihan Saluran Pemasaran terhadap Efisiensi Distribusi dan Kepuasan Pelanggan pada UMKM di Kota Palembang

Abstract

This study aims to analyze the influence of marketing channel selection on distribution efficiency and customer satisfaction in UMKM in Palembang City. The study uses a descriptive, quantitative approach, involving 100 UMKM actors selected through purposive sampling. Data were collected via online questionnaires and brief interviews and analyzed using multiple linear regression. The results show that choosing the right marketing channel has a positive, significant effect on distribution efficiency (65%) and customer satisfaction (70%). UMKM that use dual marketing channels are proven to have higher distribution efficiency and customer satisfaction than those that use only one channel. This study concludes that selecting the right marketing channel is a key factor in improving the distribution efficiency and customer satisfaction of UMKM in Palembang City.