ANALISIS PENGARUH PENGELUARAN GOOGLE ADS TERHADAP ROI PADA PERUSAHAAN AGREGATOR LOGISTIK

Abstract

The marketing landscape has undergone a significant transformation due to advancements in digital technology. According to the Statistik Telekomunikasi Indonesia 2023 by Badan Pusat Statistik, 67.29% of the population owns a mobile phone and 69.21% has accessed the internet. This indicates Indonesia’s growing digital adoption and presents opportunities for businesses to connect with a broader audience. This study aims to analyze the influence of Google Ads on Return on Investment (ROI) in marketing activities. The regression results reveal that Google Ads has a significant positive impact on ROI, with a Sig. value of 0.000 and a contribution of 64.2% as indicated by the coefficient of determination (R²). These findings are supported by previous studies that highlight the effectiveness of digital advertising in driving purchase intention and sales conversion. The study implies that Google Ads can serve as an effective and efficient strategy to enhance ROI, particularly in digitally driven markets.