THE INFLUENCE OF GOOGLE ADS CAMPAIGNS AND DIGITAL

MARKETING CONTENT STRATEGY ON SALES CONVERSION

RATES: AT PT XXX

LAPORAN RISET

Diajukan sebagai salah satu syarat untuk

Menempuh Ujian Akhir Program Sarjana (SI)
Program Studi Manajemen STIE STAN - Indonesia Mandiri

Disusun oleh :
Ardaman Syaputra
382241045

SEKOLAH TINGGI ILMU EKONOMI STAN - INDONESIA MANDIRI

BANDUNG
2024
 LEMBAR PENGESAHAN

Judul : The Influence Of Google Ads Campaigns And Digital Marketing

Content Strategy On Sales Conversion Rates: At PT XXX
Penulis : Ardaman Syaputra
NIM : 382241045

Bandung, Mei 2024

Mengesahkan,

Pembimbing, Ketua Program Studi,

(Dr. Hariandy Hasbi, S.E., M.M) (Duma Soswati Ritonga, S.Si.,M.M.)

NIDN. 0408077601 NIDN. 0422077404

Mengetahui,
Wakil Ketua I Bidang Akademik dan Riset

(Dr. Novi Rukhviyati, S.T., M.Si.)

NIDN. 0423047602
 LEMBAR PERNYATAAN

Dengan ini saya, Ardaman Syaputra, menyatakan sesungguhnya bahwa Tugas Akhir saya
dengan judul “The Influence Of Google Ads Campaigns And Digital Marketing Content
Strategy On Sales Conversion Rates: At PT XXX” beserta dengan seluruh isinya adalah
merupakan hasil karya sendiri, dan saya tidak melakukan penjiplakan yang tidak sesuai
dengan etika keilmuan yang belaku dalam masyarakat keilmuan. Saya siap menanggung
resik/sanksi yang diberikan jika di kemudian hari ditemukan pelanggaran terhadap etika
keilmuan dalam Laporan TA atau jika ada klaim dari pihak lain terhadap keaslian karya,

Bandung, 2 Mei 2024

Yang Menyatakan

Ardaman Syaputra
 LAPORAN RISET

THE INFLUENCE OF GOOGLE ADS CAMPAIGNS AND DIGITAL

MARKETING CONTENT STRATEGY ON SALES CONVERSION RATES: AT
PT XXX

Ardaman Syaputra1, Hariandy Hasbi2

Program Studi Manajemen
Sekolah Tinggi Ilmu Ekonomi STAN IM, Jl.Belitung No.7 Bandung
Email : ardabrc86@gmail.com,
hariandy.hasbi@yahoo.com

Abstrak
Persaingan bisnis yang ketat menuntut perusahaan untuk menerapkan bergam strategi
agar dapat meningkatkan konversi penjualan. Tujuan penelitian ini adalah untuk
mengevaluasi pengaruh kampanye Google Ads dan strategi konten pemasaran digital
terhadap tingkat konversi penjualan di PT XXX. Penelitian ini menggunakan metode
penelitian kuantitatif dengan pendekatan survei. Data penelitian dikumpulkan dari
kuesioner yang dibagikan kepada pelanggan PT XXX yang telah berinteraksi dengan
kampanye Google Ads dan konten pemasaran digital perusahaan. Teknik analisis data
yang digunakan pada penelitian ini yakni uji regresi menggunakan bantuan program
SPSS. Hasil penelitian menunjukan bahwa terdapat pengaruh interaktif yang positif
antara kampanye Google Ads dan strategi konten pemasaran digital terhadap tingkat
konversi penjualan pada PT XXX dengan nilai signifikansi 0.00 < 0.05. Oleh karena itu,
disarankan bagi perusahaan untuk mengoptimalkan interaksi antara kampanye Google
Ads dan strategi konten pemasaran digital.
Kata kunci: Kampanye Google Ads, Strategi Konten, Pemasaran Digital, Konversi
Penjualan

Abstract
Tight business competition requires companies to implement various strategies in order
to increase sales conversions. The aim of this research is to evaluate the influence of
Google Ads campaigns and digital marketing content strategies on sales conversion rates
at PT XXX. This research uses quantitative research methods with a survey approach.
Research data was collected from questionnaires distributed to PT XXX customers who
had interacted with Google Ads campaigns and the company's digital marketing content.
The data analysis technique used in this research is regression testing using the SPSS
program. The research results show that there is a positive interactive influence between
the Google Ads campaign and digital marketing content strategy on the sales conversion
rate at PT XXX with a significance value of 0.00 < 0.05. Therefore, it is recommended
for companies to optimize the interaction between Google Ads campaigns and digital
marketing content strategies.
Keywords: Google Ads Campaign, Content Strategy, Digital Marketing, Sales
Conversion

1
INTRODUCTION
In the era of globalization which is characterized by increasingly fierce competition,
companies can no longer rely on old strategies or rely on past success. Increasing
competition, rapid technological change, and complex market dynamics require
companies to continue to adapt and innovate to remain relevant and competitive
(Solehudin et al., 2023). Therefore, one of the strategies used by companies today is
intensive marketing. Marketing is no longer just about creating and selling products or
services, but also about building relationships with customers, understanding customer
needs and providing sustainable added value (Andirwan et al., 2023).
The marketing carried out by the company aims to achieve sales conversions. Sales
conversion occurs when communication interactions with potential customers
successfully encourage them to purchase the product or service offered (Sari et al., 2023).
This is the main goal of every business in telemarketing, because it is the final result
expected from the interactions and marketing efforts carried out. The sales conversion
rate reflects the effectiveness of the telemarketing campaign as well as the telemarketing
agent's ability to convince potential customers to make a purchase. The higher the sales
conversion rate, the more successful the telemarketing campaign is in achieving business
goals and increasing company revenue (Ivosights, 2023).
Efforts to increase sales conversions can be done in various ways, including Google
Ads campaigns. According to (Setiawan et al., 2023) a Google Ads campaign is a digital
marketing strategy that uses the Google Ads online advertising platform to display
advertisements to potential internet users. Google Ads, previously known as Google
AdWords, allows companies or marketers to create and customize advertisements that
are relevant to specific keywords searched by users on the Google search engine or
displayed on various Google partner websites (Erislan, 2024).
Another form of marketing is digital marketing content. Digital marketing content
refers to material or information created and distributed online with the aim of promoting
a company's products, services or brands (Rumondang et al., 2020). Digital marketing
content includes various formats, such as blog posts, articles, videos, infographics,
podcasts, images and other visual content (Pranatasari et al., 2022). The goal of digital
marketing content is to attract the attention of the target audience, build brand awareness,
and influence consumer behavior. Digital marketing content is also intended to provide

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added value to the audience, either in the form of education, entertainment, or solutions
to the problems they face (Sari et al., 2023).
Previous research by (Sidik & Kanda, 2024) shows that digital marketing has a
significant effect on sales levels in Cicalengka District. Data analysis shows that effective
digital marketing can increase brand awareness, create consumer engagement, and
influence their purchasing decisions. It is hoped that this research can provide practical
guidance for the public to utilize digital marketing as an effective tool in increasing sales.
Other research by (Syahansyah & Rini, 2024) shows that by using MetaAds as a
marketing tool, B21 Digital Printing is able to achieve a higher level of customer
acquisition. This is achieved by consistently expanding audience reach through the use
of enlightening and challenging video content. Utilizing MetaAds as a digital platform
for advertising provides high quality results, which in turn validates the effectiveness of
the video advertising strategy used by B21 Digital Printing to facilitate the process of
acquiring its portfolio of business opportunities.
The novelty of this research comes from the research object, namely Google Ads,
which has never been studied before regarding sales conversion at PT XXX. This research
can help PT XXX to understand the factors that influence the effectiveness of Google
Ads campaigns, so that the company can optimize aspects such as audience targeting,
keywords and ad placement to increase sales conversion rates. This research aims to
determine the effect of Google Ads campaigns and digital marketing content strategies
on sales conversion rates at PT XXX.

METHOD
This research uses quantitative research methods with a survey approach.
Quantitative research methods are scientific approaches used to collect, analyze and
interpret data in the form of numbers or statistics. This approach aims to measure
variables that can be observed and measured objectively, as well as to identify causal
relationships between these variables (Unaradjan, 2019). Research data was collected
from questionnaires distributed to PT XXX employees involved in implementing Google
Ads campaigns and digital marketing content strategies. The population of this research
is PT XXX employees who are involved in implementing Google Ads campaigns and
digital marketing content strategies. The sampling technique in this research is simple

3
random sampling technique. The simple random sampling technique is one of the
simplest and most commonly used random sampling methods in quantitative research
(Renggo & Kom, 2022). Based on the sample selection technique, 50 samples were
obtained from respondents. The data analysis technique used in this research is regression
testing using the SPSS program. Based on this description, the following research
framework is obtained:

Source: Researcher data processed

Figure 1. Research Framework
Hypothesis:
H1: The Effect of Google Ads Campaigns on Sales Conversion Rates at PT XXX
H2: The Influence of Digital Marketing Content Strategy on Sales Conversion Rates at
PT XXX

RESULTS AND DISCUSSION

Result
Validity test
Validity tests are used to assess the extent to which a measurement instrument or
test can measure what it is supposed to measure.
Table 1. Validity Test
Content Konversi
Google Ads Marketing Penjualan Total
Google Ads Pearson Correlation 1 .661** .522** .839**
Sig. (2-tailed) <.001 <.001 <.001
N 50 50 50 50
Content Pearson Correlation .661** 1 .569** .903**
Marketing Sig. (2-tailed) <.001 <.001 <.001
N 50 50 50 50
Konversi Pearson Correlation .522** .569** 1 .803**
Penjualan Sig. (2-tailed) <.001 <.001 <.001

4
 N 50 50 50 50
Total Pearson Correlation .839** .903** .803** 1
Sig. (2-tailed) <.001 <.001 <.001
N 50 50 50 50
Source: Researcher data processed

Based on the results in table 1, it can be seen that each instrument shows a Pearson
correlation value that is higher than r Table = 0.230 (N=50), and all significance values
(2-tailed) correlations for all items are .000, which is smaller than significance limit value
0.05. This shows that all statements in the question items have strong validity, so that the
entire questionnaire is considered valid for use in research.

Reliability Test
Reliability tests are used to assess how consistently a measurement instrument or
test produces similar results when repeated several times on the same sample.
Table 2. Reliability Test
Cronbach's Alpha N of Items
.797 3
Source: Researcher data processed
Based on table 2, the reliability test results show that the Cronbach Alpha value
is 0.797, which is greater than 0.600, so the questionnaire is declared to have a good level
of consistency and is reliable for use in further research.
Regression Test
Regression tests are used to evaluate the relationship between one or more
independent variables (predictor variables) and one dependent variable (the variable you
want to predict).
Table 3. H1 Regression Test

Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 1.304 3.612 .361 .720
Google Ads .548 .129 .522 4.240 .000
Source: Researcher data processed

5
 Based on the three tables above, the results of the regression test show that the
significance value for the Google Ads campaign variable is 0.000 < 0.05, which means
that the Google Ads campaign has a positive effect on the sales conversion rate.
Table 4. H2 Regression Test
Standardized
Unstandardized Coefficients Coefficients
Model B Std. Error Beta t Sig.
1 (Constant) 5.947 2.230 2.666 .010
Content .421 .088 .569 4.798 .000
Marketing
Source: Researcher data processed

Based on the three tables above, the results of the regression test show that the
significance value for the digital marketing content strategy variable is 0.000 < 0.05,
which means that the Google Ads campaign has a positive effect on digital marketing
content strategy.

Coefficient of Determination Test

The coefficient of determination test is used to evaluate how well the linear
regression model fits the observed data.
Table 5. Determination Coefficient Test
Std. Error of the
Model R R Square Adjusted R Square Estimate
1 .602a .362 .335 1.75238
Source: Researcher data processed
Based on the results of the coefficient of determination test, the R Square (R2)
value was 0.362, this means that 36.2% of the Google Ads campaign and digital
marketing content strategy had an effect on the sales conversion rate, while the remaining
63.8% was explained by other causes outside the model.

Discussion
The Influence of Google Ads Campaigns on Sales Conversion Rates at PT XXX
The research results show that the Google Ads campaign has a positive and
significant effect on the sales conversion rate at PT XXX. These findings indicate that the
investment made by PT XXX in the Google Ads Campaign provided profitable results in

6
the form of increased sales conversion rates. Therefore, marketing strategies via the
Google Ads platform can be considered an important component in a company's efforts
to improve sales performance and achieve its business goals. So by understanding and
optimizing the benefits of the Google Ads Campaign, PT XXX can continue to improve
the effectiveness of their digital marketing and strengthen their position in the market.
The results of this research are in line with (Mellinia & Hati, 2022) showing that
from the Google Ads campaign, e-commerce sites received an increase in visits to the
website, an increase in the number of new customers, an increase in sales, and even
business expansion. Other research by (Charles, 2023) shows that generation Y tends to
choose Google ads and factors such as brand awareness, trust, and perceived value have
a positive impact on purchase intentions through Google ads. Similar research by (Arifin
et al., 2022) shows that the independent variables Google AdWords advertising and
website quality influence the dependent variable, namely the decision to use online
delivery services in the company. Research (Indriani, 2022) also shows that indirect sales
promotion via Google Ads has been proven to have a significant effect on sales volume.
Other research by (Wenning, 2021) shows that the use of Google Ads has a significant
influence on the marketing success of a company. There are four main success factors in
using Google Ads, website presentation and content, appropriate keyword marketing, and
advertising expansion.

The Influence of Digital Marketing Content Strategy on Sales Conversion Rates at

PT XXX
The research results show that Digital Marketing Content Strategy has a positive
and significant effect on the sales conversion rate at PT XXX. This shows that the
company's efforts in creating and disseminating relevant, interesting and target market-
oriented content through various digital channels have had a real impact in increasing
sales. Digital Marketing Content Strategies such as creating blog content, infographics,
videos, or social media campaigns have proven effective in capturing the attention of
potential consumers, increasing brand awareness, and moving prospects towards the
purchase stage. Thus, this conclusion provides validation of the importance of investment
in developing and implementing high quality digital marketing content strategies for PT

7
XXX. Companies can continue to strengthen and refine these strategies to maximize their
impact on sales conversion rates and achieve set marketing and business goals.
The results of this research are in line with (Reken et al., 2020) showing that: (1)
digital marketing through websites has a positive and insignificant effect on increasing
sales at Ciputra Tallasa JO Makassar. (2) digital marketing through social media has a
positive and significant effect on increasing sales at Ciputra Tallasa JO Makassar. (3)
digital marketing via email marketing has a positive and insignificant effect on increasing
sales. Other research by (Mellinia & Hati, 2022) shows that sharing content influences
sales volume, customer relationships influence sales volume and customer feedback,
communication, content sharing and customer relationships simultaneously influence
sales volume. Other research by (Lestari et al., 2023) shows that the implementation of
digital marketing strategies with a focus on digital content contributes positively to
increasing sales of local products.

CONCLUSION
The research results show that there is a significant positive interactive influence
between the Google Ads campaign and digital marketing content strategy on the sales
conversion rate at PT XXX, with a significance value of 0.00 which is much smaller than
the significance level that has been set at 0.05. This indicates that these two factors have
a simultaneous impact in increasing the company's sales conversion rate. Therefore, it is
recommended for companies to strengthen the interaction between Google Ads
campaigns and digital marketing content strategies. Steps that can be taken include
improving coordination between the marketing teams responsible for these two strategies,
improving keyword targeting and optimization in Google Ads campaigns, and creating
more relevant and interesting content in digital marketing content strategies. So, in this
way, companies can maximize the potential of these two strategies to increase their sales
conversions.

REFERENSI
Andirwan, A., Asmilita, V., Zhafran, M., Syaiful, A., & Beddu, M. (2023). Strategi
Pemasaran Digital: Inovasi untuk Maksimalkan Penjualan Produk Konsumen di
Era Digital. Jurnal Ilmiah Multidisiplin Amsir, 2(1), 155-166.

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Arifin, T. I., Pratiwi, N. M. I., & Mulyati, A. (2022, August). Pengaruh Iklan Google
Adwords Dan Kualitas Website Terhadap Keputusan Menggunakan Ekspedisi Line
7 Express. In Seminar Nasional Hasil Skripsi (Vol. 1, No. 01, pp. 86-90).
Charles, J. R. (2023). Influence of google shopping ads on intention to purchase among
generation y in Cape Town (Doctoral dissertation, Cape Peninsula University of
Technology).
Delicia, C., & Paramita, S. (2022). Konten tiktok untuk meningkatkan umkm di masa
pandemi covid-19 (studi kasus rude basic dan agate deluxe). Koneksi, 6(1), 218-
225.
Erislan, E. (2024). Pelatihan Dan Penyuluhan Optimalisasi Pemasaran Produk Umkm
Menggunakan Google Ads: Training and Counseling on Marketing Optimization
of MSME Products Using Google ADS. JAMAS: Jurnal Abdi Masyarakat, 2(1),
413-417.
Indriani, W. O. N. (2022). Pengaruh Advertising & Sales Promotion Melalui Facebook
Ads Terhadap Volume Penjualan. COMSERVA: Jurnal Penelitian dan Pengabdian
Masyarakat, 2(4), 975-987.
Ivosights. (2023). Alasan Telemarketing Perlu Meningkatkan Konversi Penjualan.
https://ivosights.com/read/artikel/telemarketing-alasan-perlu-meningkatkan-
konversi-
penjualan#:~:text=Apa%20yang%20Dimaksud%20dengan%20Konversi,beruba
h%20menjadi%20pelanggan%20yang%20sebenarnya. Diakses pada 12 Maret
2024.
Lestari, D. S. B. R., & Alhabshy, M. A. (2023). Pengaruh Content Digital Terhadap
Peningkatan Angka Penjualan Pengusaha Lokal. neomarketing, 1(1).
Mellinia, R. A., & Hati, S. W. (2022). Analisis Penggunaan Digital Marketing Pada
Media Sosial Terhadap Volume Penjualan Umkm Fashion Di Kota Batam. Journal
of Applied Business Administration, 6(2), 132-141.
Pranatasari, F. D., Kristia, K., Purnamaningwulan, R. A., & Mukti, T. W. P. (2022).
Pendampingan Formulasi Konten Pemasaran Digital Berbahasa Inggris Pada
Melcosh Café & GlamCamp. Madaniya, 3(2), 254-264.

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Reken, F., Modding, B., & Dewi, R. (2020). Pengaruh Pemasaran Digital Terhadap
Peningkatan Volume Penjualan Pada Ciputra Tallasa Jo Makassar. Tata
Kelola, 7(2), 142-153.
Renggo, Y. R., & Kom, S. (2022). Populasi Dan Sampel Kuantitatif. Metodologi
Penelitian Kuantitatif, Kualitatif Dan Kombinasi, 43.
Rumondang, A., Sudirman, A., & Sitorus, S. (2020). Pemasaran Digital dan Perilaku
Konsumen.
Sari, O. H., Rukmana, A. Y., Munizu, M., Novel, N. J. A., Salam, M. F., Hakim, R. M.
A., ... & Purbasari, R. (2023). DIGITAL MARKETING: Optimalisasi Strategi
Pemasaran Digital. PT. Sonpedia Publishing Indonesia.
Setiawan, Z., Jauhar, N., Putera, D. A., Santosa, A. D., Fenanlampir, K., Sembel, H. F.,
... & Rukmana, A. Y. (2023). Kewirausahaan Digital. Global Eksekutif Teknologi.
Setyawan, D. W., Himmah, T. S. F., Kholifah, L., Wijaya, S. M., & Fadhilah, M. (2023).
Optimasi Digital Marketing: Tinjauan Kritis Atas Strategi Penjualan Pompa
Air. Jurnal Teknologi Dan Manajemen Industri Terapan, 2(4), 293-300.
Sidik, M. R., & Kanda, A. S. (2024). Analisis Pengaruh Pemasaran Digital Melalui Media
Sosial Terhadap Tingkat Penjualan: Penelitian di wilayah Kecamatan Cicalengka.
Wawasan: Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan, 2(1), 328-342.
Solehudin, M. M., Marjuki, M. P., Destina Paningrum, S. E., Aripin, H. Z., Eka Indriyani,
M. S., SE, M., ... & S ST, M. M. (2023). PEngelolaan Manajemen Bisnis 5.0.
Cendikia Mulia Mandiri.
Syahansyah, D. Z., & Rini, H. P. (2024). Pengaruh Pembuatan Konten Video Terhadap
Penjualan Di B21 Digital Printing. MESTAKA: Jurnal Pengabdian Kepada
Masyarakat, 3(1), 71-75.
Unaradjan, D. D. (2019). Metode penelitian kuantitatif. Penerbit Unika Atma Jaya
Jakarta.
Wenning, S. (2021). Use and Effect of Google Ads Effect of Google Ads for Marketing
Success. Int. J. Manag. Humanit, 913, 23-26.

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Bukti tertulis penerimaan artikel publikasi ilmiah (Letter of Acceptance/LoA)

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Riwayat review oleh Reviewers

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Link Publish Sinta 3 :
https://dinastipub.org/DIJEMSS/article/view/2542

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Hasil Cek Turnitin

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Daftar Hadir Bimbingan
Tanggal Materi Rekomendasi

Konsultasi Topik dan

3 Maret 2024 Pastikan dahulu arah dan minat penelitiannya
Judul

• Tentukan Variabel Dependen dan

8 Maret 2024 Pemilihan Judul Variabel Independen
• Judul belum acc
• Cari artikel atau jurnal terkait judul yang
relevan dan cari hasil yang negatif maupun
10 Maret 2024 Pengajuan Judul positif sebagai bahan referensi
• Penambahan Variabel pada judul yang
diajukan
• Acc judul
Penyusunan
• Ikuti tatacara penulisan sesuai dengan
pendahuluan panduan
13 Maret 2024
(introduction) dan • Elaborasi lebih lanjut pada latar belakang
daftar pustaka masalah
• Sebutkan hipotesis penelitian
• Jelaskan dignifikansi penelitian
15 Maret 2024 Revisi Pendahuluan • Perbaiki typo, tatacara penulisan artikel,
ikuti panduan penulisan kampus
• Acc Pendahuluan
• Sisipkan literatur terkait Google Ads
Penyusunan Literature Campaign
18 Maret 2024 Review dan Daftar • Bahas hubungan antara Google Ads
Pustaka Campaign dan pendapatan perusahaan
dengan rujukan penelitian terdahulu
Revisi Literature • Susun kerangka teoritis
20 Maret 2024 • Susun model analisis dan hipotesis
Review
• Acc Literature Review
Buat Metodologi
22 Maret 2024 Penelitian + Daftar • Perbaiki penentuan jumlah sample
Pustaka • Tentukan metode penelitian

Revisi Metodologi • Perbaiki teori sample dengan yang lebih

28 Maret 2024 baru
Penelitian
• Acc Metodologi Penelitian
• Perbaiki cara penulisan sesuai panduan
Buat Hasil dan kampus
4 April 2024 Pembahasan + Daftar • Cek kembali hasil olah data
Pustaka • Susun penulisan daftar pustaka dengan
format APA Style
Revisi Hasil dan • Pembahasan Acc
15 April 2024 Pembahasan + Daftar • Gunakan referensi di daftar pustaka
Pustaka menggunakan sumber 10 tahun terakhir
19 April 2024 Kesimpulan dan Saran • Sesuaikan kembali kesimpulan dengan
hasil pembahasan

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 Revisi Kesimpulan dan
20 April 2024 • Kesimpulan dan Saran Acc
Saran

Pemasukkan ke Jurnal /
26 April 2024 • Menunggu konfirmasi dari publisher
Publisher

12 Mei 2024 Revisi Publisher • Perbaikan penulisan, typografi dan

disesuaikan dengan template publisher
25 Mei 2024 Jurnal Pubslih • Jurnal diterbitkan

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Hasil Olah Data SPSS
Correlations
Notes
Output Created 18-MAR-2024 16:30:53

Comments

Input Active Dataset DataSet0

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 50

File

Missing Value Handling Definition of Missing User-defined missing values

are treated as missing.

Cases Used Statistics for each pair of

variables are based on all the
cases with valid data for that
pair.

Syntax CORRELATIONS

/VARIABLES=X1 X2 Y
TOTAL

/PRINT=TWOTAIL NOSIG
FULL

/MISSING=PAIRWISE.

Resources Processor Time 00:00:00.02

Elapsed Time 00:00:00.00

[DataSet0]

30
 Correlations

Google Content Konversi

Ads Marketing Penjualan Total

Google Ads Pearson 1 .661** .522** .839**

Correlation

Sig. (2-tailed) <.001 <.001 <.001

N 50 50 50 50

Content Pearson .661** 1 .569** .903**

Marketing Correlation

Sig. (2-tailed) <.001 <.001 <.001

N 50 50 50 50

Konversi Pearson .522** .569** 1 .803**

Penjualan Correlation

Sig. (2-tailed) <.001 <.001 <.001

N 50 50 50 50

Total Pearson .839** .903** .803** 1

Correlation

Sig. (2-tailed) <.001 <.001 <.001

N 50 50 50 50

**. Correlation is significant at the 0.01 level (2-tailed).

Notes
Output Created 18-MAR-2024 16:31:07

Comments

Input Active Dataset DataSet0

Filter <none>

Weight <none>

Split File <none>

31
 N of Rows in Working Data 50
File

Missing Value Handling Definition of Missing User-defined missing values

are treated as missing.

Cases Used Only cases with valid data for

all analysis variables are used
in computing any statistics.

Weight Handling not applicable

Syntax FLEISS MULTIRATER

KAPPA X1 X2 Y

/CRITERIA
IGNORE_CASE=FALSE

ASYMPTOTIC_CILEVEL=95

/MISSING
CLASSMISSING=EXCLUDE.

Resources Processor Time 00:00:00.01

Elapsed Time 00:00:01.00

Reliability
Notes
Output Created 18-MAR-2024 16:31:37

Comments

Input Active Dataset DataSet0

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 50

File

Matrix Input

32
Missing Value Handling Definition of Missing User-defined missing values
are treated as missing.

Cases Used Statistics are based on all

cases with valid data for all
variables in the procedure.

Syntax RELIABILITY

/VARIABLES=X1 X2 Y

/SCALE('ALL VARIABLES')
ALL

/MODEL=ALPHA.

Resources Processor Time 00:00:00.01

Elapsed Time 00:00:00.00

Scale: ALL VARIABLES

Case Processing Summary

N %

Cases Valid 50 100.0

Excludeda 0 .0

Total 50 100.0

a. Listwise deletion based on all variables in the

procedure.

Reliability Statistics
Cronbach's Alpha N of Items

.797 3

33
Regression

Notes
Output Created 18-MAR-2024 16:31:53

Comments

Input Active Dataset DataSet0

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 50

File

Missing Value Handling Definition of Missing User-defined missing values

are treated as missing.

Cases Used Statistics are based on cases

with no missing values for any
variable used.

Syntax REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS
R ANOVA
/CRITERIA=PIN(.05)
POUT(.10)
/NOORIGIN
/DEPENDENT Y
/METHOD=ENTER X1.

Resources Processor Time 00:00:00.03

Elapsed Time 00:00:00.00

Memory Required 2480 bytes

Additional Memory Required 0 bytes

for Residual Plots

34
 Variables Entered/Removeda
Variables Variables
Model Entered Removed Method

1 Google Adsb . Enter

a. Dependent Variable: Konversi Penjualan

b. All requested variables entered.

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .522a .272 .257 1.85151

a. Predictors: (Constant), Google Ads

ANOVAa
Sum of
Model Squares df Mean Square F Sig.

1 Regression 61.632 1 61.632 17.978 <.001b

Residual 164.548 48 3.428

Total 226.180 49

a. Dependent Variable: Konversi Penjualan

b. Predictors: (Constant), Google Ads

35
 Coefficientsa
Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.304 3.612 .361 .720

Google .548 .129 .522 4.240 <.001

Ads

a. Dependent Variable: Konversi Penjualan

Regression

Notes
Output Created 18-MAR-2024 16:32:08

Comments

Input Active Dataset DataSet0

Filter <none>

Weight <none>

Split File <none>

N of Rows in Working Data 50

File

Missing Value Handling Definition of Missing User-defined missing values

are treated as missing.

Cases Used Statistics are based on cases

with no missing values for any
variable used.

36
Syntax REGRESSION

/MISSING LISTWISE

/STATISTICS COEFF OUTS

R ANOVA

/CRITERIA=PIN(.05)
POUT(.10)

/NOORIGIN

/DEPENDENT Y

/METHOD=ENTER X2.

Resources Processor Time 00:00:00.01

Elapsed Time 00:00:00.00

Memory Required 2480 bytes

Additional Memory Required 0 bytes

for Residual Plots

Variables Entered/Removeda
Variables Variables
Model Entered Removed Method

1 Content . Enter
Marketingb

a. Dependent Variable: Konversi Penjualan

b. All requested variables entered.

Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .569a .324 .310 1.78454

a. Predictors: (Constant), Content Marketing

37
 ANOVAa
Sum of
Model Squares df Mean Square F Sig.

1 Regression 73.320 1 73.320 23.023 <.001b

Residual 152.860 48 3.185

Total 226.180 49

a. Dependent Variable: Konversi Penjualan

b. Predictors: (Constant), Content Marketing

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 5.947 2.230 2.666 .010

Content .421 .088 .569 4.798 <.001

Marketing

a. Dependent Variable: Konversi Penjualan

Regression
Notes
Output Created 18-MAR-2024 16:32:22
Comments
Input Active Dataset DataSet0
Filter <none>
Weight <none>

38
 Split File <none>
N of Rows in Working Data 50
File
Missing Value Handling Definition of Missing User-defined missing values
are treated as missing.
Cases Used Statistics are based on cases
with no missing values for any
variable used.
Syntax REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS
R ANOVA
/CRITERIA=PIN(.05)
POUT(.10)
/NOORIGIN
/DEPENDENT Y
/METHOD=ENTER X1 X2.
Resources Processor Time 00:00:00.01
Elapsed Time 00:00:00.00
Memory Required 2928 bytes
Additional Memory Required 0 bytes
for Residual Plots

Variables Entered/Removeda
Variables Variables
Model Entered Removed Method

1 Content . Enter
Marketing,
Google Adsb

a. Dependent Variable: Konversi Penjualan

b. All requested variables entered.

39
 Model Summary
Adjusted R Std. Error of the
Model R R Square Square Estimate

1 .602a .362 .335 1.75238

a. Predictors: (Constant), Content Marketing, Google Ads

ANOVAa
Sum of
Model Squares df Mean Square F Sig.

1 Regression 81.851 2 40.925 13.327 <.001b

Residual 144.329 47 3.071

Total 226.180 49

a. Dependent Variable: Konversi Penjualan

b. Predictors: (Constant), Content Marketing, Google Ads

Coefficientsa
Unstandardized Standardized
Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 1.568 3.420 .458 .649

Google Ads .272 .163 .259 1.667 .102

Content .295 .115 .398 2.566 .014

Marketing

a. Dependent Variable: Konversi Penjualan

40