EFFECT OF DIGITAL MARKETING STRATEGIES ON THE SALES GROWTH OF COFFEE EXPORT IN KENYA

Abstract

Kenya benefits from the export of coffee because it creates jobs, strengthens international bonds, brings in foreign currency, and fosters economic and physical development in the country. However, over the past two decades, Kenya's coffee sector has experienced both highs and lows. Scholars have discussed factors that affect exports in general, highlighting areas like GDP per capita, real exchange rates, world production, export capability as well as foreign direct investment. However, digital marketing strategies have not been investigated as whether they are effective ways of increasing sales for coffee export in Kenya. Uganda was among the top ten countries that produced coffee for widespread consumption around the world and in order to increase chances of success in the face of competition, they capitalized on domestic market, established a profitable worldwide market, and automated their coffee production methods. It is through this understanding, that the study sought to evaluate the effect of digital marketing strategies on sales growth of Coffee export in Kenya. Cross-sectional survey was adopted as the blueprint, while target population were all 157 coffee marketing firm in Kenya. Respondents were randomly selected to a sample size of 384 units. To assess multiple correlation problems, correlation matrix was applied and Multiple linear regression for analysis. The study revealed that digital marketing strategies had a positive and significant effect on sales growth of Coffee exports in Kenya (β2 = 0.821, p