Efektivitas Pelatihan Digital Marketing Dalam Meningkatkan Kemampuan Dan Kinerja Penjualan Di Masa Pandemi Covid-19
Technological developments are challenge for the industry, pandemic makes mobility decline. The ability of employees needs to be improved to achieve sales targets. This study aims to determine the effect of training on digital marketing skills and its impact on sales performance. The sampling technique used purposive sampling by using several criteria. The number of samples in this study was 30. Data were collected using a questionnaire with a Liker scale of 1 to 5 and will be analyzed using the path analysis method. Based on the results of the analysis that has been carried out, it shows that training has a significant positive effect on digital marketing ability, training does not have a significant positive effect on sales performance, digital marketing ability does not have a significant positive effect on sales performance and as a mediator. In conclusion, this study only accepts 1 hypothesis and the other 3 hypotheses are rejected.
Keywords: training, digital marketing, performance, pandemic
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