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All Journal Jurnal Manajemen dan Organisasi Review (MANOR) Robust: Research of Business and Economics Studies
Desi Lestari, Tri
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Religion Humanities Economics, Econometrics & Finance Social Sciences

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Pengaruh Peningkatan Penjualan Berdasarkan Digital Payment dan Promosi Digital di Event PT. Kino Makassar Desi Lestari, Tri; Liong Mis, Hasrullah; Nur Awal, Harun
JURNAL MANAJEMEN & ORGANISASI REVIEW (MANOR) Vol. 6 No. 1 (2024): Jurnal Manajemen dan Organisasi Review (MANOR)
Publisher : Universitas Fajar

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Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Digital Payment dan Promosi Digital Terhadap Penjualan Pada Event PT. Kino Makassar. Metode analisis yang digunakan adalah regresi linier berganda dengan pengumpulan data melalui kuesioner yang disebarkan kepada 83 responden yang merupakan pelanggan PT Kino. Hasil penelitian menunjukkan bahwa Hasil penelitian menunjukkan bahwa digital payment belum memberikan pengaruh signifikan terhadap peningkatan penjualan di event PT. Kino Makassar. Promosi digital terbukti berkontribusi positif terhadap penjualan. Strategi seperti frekuensi promosi yang konsisten, daya tarik konten, kemudahan akses informasi promosi, dan personalisasi berhasil menciptakan hubungan yang lebih kuat dengan konsumen Temuan ini mengindikasikan bahwa perlunya memperluas pilihan metode pembayaran digital yang tersedia dan meningkatkan aksesibilitasnya, kemudian efektivitas promosi menjadi salah satu aspek yang perlu diperbaiki. Perusahaan dapat mengintegrasikan inovasi kreatif, menggunakan media digital yang lebih sesuai dengan target pasar, dan melakukan evaluasi rutin terhadap hasil promosi untuk memastikan pesan yang disampaikan mampu mendorong keputusan pembelian.
Marketing Strategy Using Instagram Influencers to Increase Sales Daswan, Lestari; Desi Lestari, Tri; Faradilla, Zahrah; Ramadana, Sri
Robust: Research of Business and Economics Studies Vol. 6 No. 1 (2026): April 2026
Publisher : IAIN Kendari

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31332/robust.v6i1.15198

Abstract

This study aims to analyze Hisana Fried Chicken's marketing strategy through Instagram in Kendari City, and to determine and understand the impact of content created by Instagram influencers on increasing Hisana Fried Chicken sales in Kendari City. This study used a qualitative method, with 10 informants. The results showed that the marketing strategy through Instagram influencers proved effective in increasing Hisana Fried Chicken sales. Hisana's sales increase in several outlets reached around 20-40%, especially when there were promotions supported by influencers. Hisana is advised to continue strengthening collaboration with influencers who have credibility, high engagement rates, and audiences relevant to the brand's market segment. Credibility has been proven to be more influential than mere popularity. The conclusion of this study illustrates that Instagram influencer-based digital marketing is a strategy that can be used as a reference in efforts to increase Hisana Fried Chicken's sales and presence in a competitive market. Therefore, the development and management of influencer strategies need to be carried out in a planned and sustainable manner to achieve maximum results.
Co-Authors Daswan, Lestari Faradilla, Zahrah Liong Mis, Hasrullah Nur Awal, Harun Ramadana, Sri