Siti Isnaini

Effectiveness of Digital Marketing Strategy Through Social Media on Sales of UD. Purnama Jati Center For Special Jember Souvenirs

Introduction

Effectiveness of digital marketing strategy through social media on sales of ud. Purnama jati center for special jember souvenirs. Explore the effectiveness of digital marketing strategies via Whatsapp, Instagram, Facebook, and Tiktok on sales for UD. Purnama Jati Jember souvenirs. Discover high impact results.

Abstract

Jember Regency, East Java, with an area of ​​around 3,306.69 km², is famous not only for its agricultural and tourism sectors, but also as a center for typical regional souvenirs such as suwar-suwir, prol tape, edamame, Jember coffee, and typical Jember chocolate. The existence of various souvenir shops on the main route, city center and tourist locations contributes to the tourism industry and strengthens Jember's identity as a producer of local products that are sought after by tourists. This research aims to find out whether the use of social media Whatsapp, Instagram, Facebook and Tiktok has a significant impact on increasing UD sales. Purma Jati Jember souvenir center. The method used in this research is a descriptive method with a quantitative convirmatory approach. The population of this research is customers from UD. Purnama Jati and followers of UD's social media accounts. Purnama Jati who follows social media Whatsapp, Instagram, Facebook and Tiktok. The sampling method used purposive sampling, the sample was 105 respondents. The results of this research are that marketing strategies via WhatsApp have proven to be effective with an effectiveness level of 84%, Instagram at 85%, Facebook at 77% and Tiktok at 86%. The results of the effectiveness level of social media Whatsapp, Instagram and Tiktok can be said to be "Very Good" and social media Facebook can be said to be "Good".

Review

This paper presents a timely and relevant investigation into the impact of digital marketing strategies through social media on sales, focusing specifically on UD. Purnama Jati, a souvenir center in Jember Regency. The study effectively contextualizes its research within the vibrant local economy of Jember, known for its unique agricultural products and tourism. The primary objective, to ascertain the significant impact of WhatsApp, Instagram, Facebook, and TikTok on increasing the sales of a local business, addresses a critical practical concern for small and medium-sized enterprises seeking to leverage digital platforms in a competitive market. The clear focus on specific social media channels adds a valuable dimension to understanding platform-specific effectiveness. The methodology employed is a descriptive method with a quantitative confirmatory approach, which is appropriate for measuring the reported "effectiveness levels." The research utilized purposive sampling, surveying 105 respondents who are either customers or social media followers of UD. Purnama Jati. While the sample size is reasonable for a focused case study of a single business, a more detailed explanation of how the "effectiveness level" was quantitatively determined would enhance the methodological transparency for a reviewer. Furthermore, while purposive sampling can target relevant populations, the exclusive focus on existing customers and followers might inherently skew results towards positive perceptions, making the findings highly specific to this particular audience rather than potential new customers. The findings indicate a strong positive correlation between social media use and sales effectiveness, with WhatsApp (84%), Instagram (85%), and TikTok (86%) rated as "Very Good," and Facebook (77%) as "Good." These results offer valuable insights for UD. Purnama Jati, suggesting that a multi-platform digital marketing approach is highly beneficial, with TikTok emerging as the most effective in this context. While the study effectively demonstrates perceived effectiveness, future research could explore the causal link between specific social media campaigns and direct sales conversions, perhaps by tracking sales data directly rather than relying solely on respondent perceptions of effectiveness. Additionally, a deeper dive into the specific content strategies and engagement tactics that yield these high effectiveness levels across different platforms would provide more actionable recommendations for other local businesses.

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