The Effectiveness Of Social Media In Enhancing Product Sales: A Case Study Of Richeese Factory In Bengkulu
Year: 2024
Type: conference-paper
Study design: Observational Study
Abstract: This study analyzes the effectiveness of social media as a marketing strategy to support increased product sales at Richeese Factory in Bengkulu. The study’s background focuses on how rapid digital technology developments are driving businesses to utilize social media to attract new customers and increase loyalty. The research aims to answer the question: To what extent is social media management effective in enhancing product sales at Richeese Factory? The research method used is quantitative with a descriptive approach, collecting data through questionnaires distributed to 100 Richeese Factory consumers, selected via accidental sampling. This study offers a novel perspective by assessing digital marketing strategy effectiveness in Bengkulu, a location with limited prior research. Findings show that effective social media management significantly impacts buying interest, market reach expansion, and customer loyalty. Overall, these results confirm that social media is an effective tool for achieving business objectives through increased sales and revenue. The study’s conclusion underscores the importance for companies to adopt appropriate social media strategies to drive sales growth, with key implications for marketers in Indonesia’s fast-food industry.
Authors: Gusti Ayu Prasetia, Liza Natalia, Azuwandri Azuwandri
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4409440319