The Effect of Digital Marketing Innovation on Increasing Mobile Phone Sales in Retail Stores

Abstract

This study aims to analyze the effect of digital marketing innovation on the sales performance of mobile phone (HP) products in retail stores, with user generated content (UGC) as an additional independent variable and electronic word of mouth (e-WOM) as a mediating variable. The research employs a quantitative approach using a survey method. Data were collected through questionnaires distributed to mobile phone store customers. Data analysis was conducted using regression analysis and mediation testing. The results indicate that digital marketing innovation and user generated content have a positive and significant effect on electronic word of mouth. Furthermore, electronic word of mouth has a significant effect on sales performance. This study confirms that e-WOM mediates the effect of digital marketing innovation and user generated content on sales performance.