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All Journal Home Economics Journal JURNAL PENDIDIKAN TAMBUSAI Devotion: Journal of Research and Community Service Cerdika: Jurnal Ilmiah Indonesia
Meidyrianto, Rizky Kukuh
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Humanities Economics, Econometrics & Finance Education Health Professions Public Health Social Sciences

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Journal : Devotion: Journal of Research and Community Service

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The Effectiveness of Using Instagram Social Media in Increasing Sales at Loen Cakes Meidyrianto, Rizky Kukuh
Devotion : Journal of Research and Community Service Vol. 6 No. 4 (2025): Devotion: Journal of Community Research
Publisher : Green Publisher Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59188/devotion.v6i4.25455

Abstract

This study evaluates Instagram’s effectiveness in enhancing brand awareness and purchasing interest for Lien Cakes, a culinary business, amid Indonesia’s growing digital marketplace. Employing a quantitative approach with a correlational design, data were collected via questionnaires from 100 active Instagram users, including employees and consumers, to analyze engagement patterns and promotional impact. Findings reveal that 59% of employees purchased via Instagram for convenience, while 81% reported satisfaction, underscoring the platform’s sales potential. Visually creative content and influencer collaborations significantly boosted engagement, though low employee adoption (53% used Instagram for <1 year) highlighted training needs. The study contributes practical insights for optimizing Instagram strategies in niche culinary markets, emphasizing demographic-specific content and employee upskilling. Implications suggest that businesses integrate Instagram’s interactive features (e.g., Stories, UGC) with targeted training to maximize reach and loyalty, while future research could explore AI-driven personalization or cross-platform comparisons.
Co-Authors Djoenaid, Mya Anggraini Uswatun Hasanah Wilson Wilson