The Influence of Digital Marketing and Marketing Strategy on Increasing Sales Among Payung Geulis Craftsmen in Tasikmalaya City

This study aims to analyze the effect of digital marketing and marketing strategy on sales improvement among Payung Geulis artisans in Tasikmalaya City. The research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 43 Payung Geulis artisans. Data analysis was conducted using validity and reliability tests, classical assumption tests, multiple linear regression analysis, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination with the assistance of IBM SPSS version 27. The results indicate that all research instruments were valid and reliable and fulfilled the classical assumption requirements. Partially, digital marketing had a positive and significant effect on sales improvement, with a t-value of 3.775 and a significance level of 0.001 (<0.05). Marketing strategy also showed a positive and significant effect on sales improvement, with a t-value of 12.830 and a significance level of 0.001 (<0.05). Simultaneously, digital marketing and marketing strategy significantly influenced sales improvement, with an F-value of 89.837 and a significance level of 0.001 (<0.05). The coefficient of determination (R²) of 0.861 indicates that 86.1% of the variation in sales improvement can be explained by digital marketing and marketing strategy, while the remaining 13.9% is influenced by other factors outside the scope of this study, The novelty of this study focuses specifically on Payung Geulis craftsmen in Tasikmalaya City, a traditional cultural craft sector that has received relatively little empirical attention in studies on digital marketing and sales growth.