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Deni, Indira Fatra
Universitas Islam Negeri Sumatera Utara
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ANALYSIS OF SERUNI KOPI'S DIGITAL BUSINESS CONTENT IN INCREASING SALES TURNOVER Fatahilla, Aulya; Peranginangin, Indira Fatra Deni; Nasution, Deddy Parwis Jailani
Journal Analytica Islamica Vol 15, No 2 (2026): ANALYTICA ISLAMICA
Publisher : Program Pascasarjana UIN Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30829/jai.v15i2.28858

Abstract

This study aims to analyze the use of Seruni Kopi's digital business content on Instagram as a marketing communication tool and its role in supporting increased sales turnover. This research departs from a gap in previous studies that tended to emphasize the role of social media in brand awareness and general promotion, while analysis of the function of digital content as a marketing communication instrument linked to sales turnover in local coffee MSMEs is still limited. The study used a qualitative approach with content analysis methods, supported by observations of the Instagram account @seruni.kopi, interviews with the business owner, and documentation of digital content. The results indicate that Seruni Kopi's digital content serves three main functions: conveying product information, building business image, and creating interaction with the audience through promotional content, shop atmosphere, and trend-based posts. The main finding of this study is that digital content contributes to a qualitative increase in visits and consumer response, but its effectiveness is not optimal because content management is still spontaneous and not strategically planned. Theoretically, this study emphasizes the importance of digital content as an interactive marketing communication medium for MSMEs. Practically, this study recommends the need for more consistent, varied, and targeted content planning to support optimal sales growth.
Co-Authors Abdul Karim Batubara ABdul Karim Batubara, ABdul Karim Abdul Rasyid Abdul Rasyid Ahmad Madhani Aldiano, Muhammad Rasya Bagaskara, Muhammad Katon Bani Hendrio Fahrezi Chairun Nisa, Salsa Nabilla Daulay, Maraimbang Dedi Alan Haloho Dina Aulia Fakhrur Rozi, Fakhrur Fatahilla, Aulya Fauzan Azima Sembiring Fikri Sulaiman Hadinata, Arie Bastian Harahap, Surya Bakti Harun Andika Hasan Sazali Hasibuan, Darussalam Hasibuan, Hawa Shabira Hasnun Jauhari Ritonga Husni Ritonga Ibnu Aditya Indry Ayu Desvira Kartika, Sintya Khadizah Rania Cahyani Damanik Khairul Ansor Nasution Lubis, Jasmine Fajira Lubis, Putri Rahmadhani Malau, Muhaini Mardia, Ilham Maulana Admaika Mega Lestari Muhammad Alfikri Muhammad Ichsan Muhariman Siregar Najwa Zahra Nasution, Deddy Parwis Jailani Nasution, Kartika Amelia Nurhanifah Nursapia Harahap Pranata, Jaya Reza Putri Audia Dewi Rahmadanty, Salsabilla Rahmi Azrina Putri Pasaribu Ramadhan, Sahrul Rapi Lamnur Siregar Riski, Dinda Ismi Rizkiyatun Fadillah Lubis Roy Rayyan Manandha Ginting Safira, Arina Sakinah, Khairani Sakti Ritonga Salamuddin, Salamuddin Sori Monang Sri Ningsih Sulastri, Rukma Syafitri, Nanda Lestari Uchie, Uchie Widya Putri Br Harahap Yulianingrum, Ivo Yusuf, Dhea Fadillah Zen, Fadli Febriansyah Zendha Jepani Anjerini