The Effect of Ceramic Sales on the Performance of Ceramic Craftsmen with Digitalization as a Moderation Variable

Aims: This study aims to determine the effect of sales on the performance of ceramic craftsmen and also the moderating effect of digitalization on the effect of sales on performance.

Study Design: This research was conducted using a quantitative method, then the data obtained was analyzed using an explanatory research approach.

Place of Study: The target of this research is ceramic craftsmen in Malang City. The total population in this study is 30 ceramic craftsmen.

Methodology: The total population in this study is 30 ceramic craftsmen. Sampling was carried out using a saturated sampling technique, and it was found that the samples taken were 30 ceramic craftsmen. The process of collecting data with a distribution questionnaire. This study used SPSS 21 software. The questionnaires distributed were measured using a Likert scale.

Results: This study indicate that sales have a significant effect on performance. Furthermore, digitization has a significant effect on performance. Sales have a significant effect on digitization. Then there is an insignificant effect between sales on performance which is moderated by digitalization.

Conclusion: Utilization of digital technology can help ceramic craftsmen improve marketing strategies and increase the visibility of their ceramic products online, so as to increase sales. Digitization can also affect the way ceramicists manage their business, such as using more efficient inventory management or tracking systems, which in turn can improve overall performance.