THE INFLUENCE OF DIGITAL BRANDING TRAINING ON SALES RESULTS OF UMKM IN KAJANG VILLAGE, SAWAHAN DISTRICT, MADIUN DISTRICT

Penelitian ini membahas mengenai pengaruh pelatihan digital branding terhadap hasil penjualan UMKM di Desa Kajang Kec. Sawahan Kab. Madiun. Pelatihan yang diteliti telah terjadi, sehingga peneliti menggunakan pendekatan kuantitatif komparatif ekpost facto sebagai metode penelitian yang digunakan. Selain itu, Teknik pengambilan data melalui penyebaran kuesioner yang telah diuji. Teknik analisis data yang digunakan yaitu uji validitas, uji reliabilitas, uji normalitas, uji paired sample test dan uji korelasi product moment.

Hasil dari penelitian menunjukkan bahwa ada pengaruh pelatihan digital branding dengan hasil penjualan UMKM di desa kajang kecamatan Sawahan kabupaten madiun. Hal ini dibuktikan dengan hasil perhitungan t hitung dan Uji paired sample t menunjukkan bahwa apabila nilai t hitung 9,683 lebih besar daripada nilai t tabel dengan N-2= 31 (29) yaitu sebesar 0,3550, selain itu berdasarkan hasil data observasi perhitungan hasil penjualan produk sebelum pelatihan dan sesudah pelatihan terdapat kenaikan sebesar 36%. Sehingga dapat disimpulkan bahwa pelatihan digital branding yang dilakukan oleh desa kajang berhasil dilihat dari kenaikan jumlah produk yang terjual. 

Kata kunci: pelatihan, digital branding, hasil penjualan, UMKM

This research discusses the influence of digital branding training on UMKM sales results in Kajang Village, District. Sawahan District. Madiun. The training studied had occurred so that the researcher used an ex post facto comparative quantitative approach as the research method used. Apart from that, the data collection technique is through distributing questionnaires that have been tested. The data analysis techniques used are validity test, reliability test, normality test, paired sample test and product moment correlation test.

The results of the research show that there is an influence of digital branding training on the sales results of UMKM in Kajang village, Sawahan subdistrict, Madiun district. This is proven by the results of the t count calculation and the paired sample t test which shows that if the t count value is 9,683 it is greater than the t table value with N-2= 31 (29) which is 0.3550, apart from that it is based on the results of observational data on the calculation of sales results. products before training and after training there was an increase of 36%. So it can be concluded that the digital branding training carried out by Kajang village was successful as seen from the increase in the number of products sold.

Keywords: training, digital branding, sales results, UMKM