Influence of Digital Marketing on The Sales Growth of Coffee Export Firms in Ethiopia
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Date
2024-10
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Addis Ababa University
Abstract
Ethiopia is one of the biggest exporters of coffee worldwide, and the coffee export provides themajority of the nation's foreign exchange earnings in addition to millions of jobs. It is crucial to
comprehend the aspects that affect this business. However, digital marketing strategies have notbeen investigated as whether they are effective ways of increasing sales for coffee export in
Ethiopia. In Indonesia and worldwide, coffee consumption is on the rise. Digital marketing,which combines customization and mass distribution to attain marketing objectives, is also
expanding. It is through this understanding that the study sought to evaluate the influence ofdigital marketing strategies on sales growth of Coffee export firms in Ethiopia. The factors
studied using quantitative approach and the studied variables includes; social media marketing,search engine optimization and email marketing Cross- sectional survey was adopted as the
blueprint, while target population were all 40 coffee marketing firm in Ethiopia. Respondentswere randomly selected to a sample size of 160 units. To assess multiple correlation problems,
correlation matrix was applied and Multiple linear regression for analysis. Hence, it is revealedby this study is that except search engine optimization, the other variables (social media
marketing and email marketing) do have a significant positive effect on the sales growth.. Thestudy concluded that digital marketing strategies played a significant role in the sales growth of
coffee export in Ethiopia. Therefore, The study recommended that Ethiopian coffee exportersshould increase their online presence in order to reach a larger number of potential customers.
Keywords: Digital Marketing Strategies, Sales Growth, Coffee Export.