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Journal : profesi humas

Effect of marketing public relations strategies on Chocodot sales growth on Shopee Nurhadi, Zikri Fachrul; Sorgania, Nissa Septiani; Sahharon, Hamizah
PRofesi Humas Vol 11, No 1 (2026): August 2026
Publisher : Universitas Padjadjaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/prh.v11i1.70133

Abstract

Background: While Chocodot possesses a strong brand identity as a signature souvenir from Garut, empirical evidence regarding the effectiveness of its Marketing Public Relations (MPR) strategy in driving sales on Shopee remains limited. This study aims to address this gap by analyzing the extent to which Chocodot’s Marketing Public Relations activities influence sales growth on the Shopee platform. Purpose: This study aims to test how much influence public relations marketing strategies have on increasing Chocodot sales on the Shopee platform. Methods: This study used an exploratory quantitative approach, with a sample of 35 Shopee user respondents in Garut selected using a non-probability sampling method. Data were collected using a questionnaire with validity and reliability tests. Results: The results indicate that Chocodot’s marketing public relations strategy, which consists of image building, sales support, and public opinion management, is in the moderate category with an average score of 3.57. Statistical analysis shows that the Marketing Public Relations strategy has a positive and significant influence on increasing sales by 78.3% (R² = 0.783). This study found that the level of customer loyalty for routine purchases can still be improved because consumer shopping habits are still dominated by situational needs. Conclusion: This study concludes that an integrated Marketing Public Relations strategy and consistent service quality are important for building customer loyalty in the digital environment. Implications: For Chocodot management, the results of this study can be the basis for designing more effective communication strategies to increase sales through strengthening publicity, consumer engagement, and maintaining reputation in the market.
Co-Authors Abde Rizky Supriadi Abdul Rofi Achmad Wildan Achmad Wildan Kurniawan Achmad Wildan Kurniawan, Achmad Wildan Adnan, Adnan Suryana Putra Adrian, Yulia Adzkia Safitri Anggraeni Agi Sugiana Agung Nugraha Ain Naya, Pramedistiyani Noer Al Febrian, Arreihan Alam, Hikmatul Alan Suryadi Alfariz, Rifki AlFath, Argiansyah Nurul Alifia, Nesa Nazwa Alim, Muliyati Mat Alya Falliska Angel Purwanti Anggraeni, Ine Annisa Husnusyifa Aris Munandar Arya Yusuf Alwafi Astri Rayna Ayies Devin Seftian Azahar Kasim Azni, Ensa Agnia Budiman, Tarisa Yuliantini Citta, Givania Diwiya Dalilah, Putri Aulia Dasrun Hidayat Dede Fatimah Deffa Desi Sapitri, Desi Desmardi, Azmaluna Beladien Desyya Fira Ayutria Devi Devi Prayoga Dhina Khoerunisa Dian Ranita Dwi Novianti Rusliani Dwiky Maulana Vellayati Dzikri Rachman Effendi Agus Waluyo Erfan, Muhamad Ermawati, Rida Ermawati Fadhilah, Muhammad Ilham Fajar Adi Fakhiri, Hamzah Nurrifqi Farida Hariyati Farida Hariyati Farras Raihan Nadhir Fatimah, Dede Fauzaan, Ryan Ardhiansyah Nur Fauzan Abdurazaq Fauzan Abdurazaq Mutaqin Febriana, R. Ismira FEBRIANTI, Ranti Febrina, R. Ismira Fhuzy Nurul Fatmala Fitria, Nadia Salsa Ganthira Nur afrian P Ghassani, Fildzah Haidar Ali Hamizah Sahharon Hardan Adha Apriana Hardini Febrianti Hariyati, Farida Hasibuan, Hanis Syafikoh Hasna, Alifah Hatri Sahara Hendrawan, Heri Hermawandi, Yandi Hilma Parentza Husnusyifa, Annisa Ibrahim, Wikal Fadlian Iis Zilfah Adnan, Iis Zilfah Indriani Ine Anggraini Irene Svinarky Jufri, Muhammad Taher Kenny Kharismawati Khoeroni, Ulfah Siti Khoerunisa, Dhina Kundori Kundori Kurniawan Kurniawan Kurniawan Kurniawan Latifah, Hanny Latifah, Hanny Lestari, Mutia Rahmi Astri Livia Ayu Safitri Mardiani, Melia Fitri Marviana, Dita Mawarni, Amelia Putri Melawati Melvina, Yayang Dwi Mogot, Yuni Dahlia Yosepha Moh. Jafas Febrianto Mohammad Firmansyah Bratadiredja Muhamad Rizaludin Muhammad Aditya Pratama Muhammad Alfian Gustira Mujianto, Haryadi Muslim . Muzaqi Hersandi, Revy Nabila, Vina Naya, Pramedistiyani N Ain Nofha Rina Novie Susanti Suseno Nur'aeni Tarmidzi Nur'aeni, Nur'aeni Nuraeni Nuraeni Nurasyfa, Eva Siti Nurdiyatnika, Rizal Nurfadilah, Fitri Nurwijayanti Nuryana, Ryan Esa Olih Solihin Olih Solihin Olih Solihin Olih Solihin Olih Solihin Partiwi, Resty Mustika Permana, Adinda Ayisyahni Puri Haraz Alifia Puri Haraz Alifia Purnama, Feri Rachmawati Widyaningrum Raden Ajeng Fidia Haulah Rahma , Aqsya Rahma Safitri Rahman, Sani Rahmanurwahidah, Rahmanurwahidah Ramadhan, Aditya Fauzi Ramdhani, Moch Juandi Ranita, Dian Ranti Pebrianti Ranti Ranti Rahmawati Raturahmi, Leadya Raudya Putri Damayanti Rendy Reinaldy Resty Mustika Pratiwi Reza Rizkina Taufik Ridian Gusdiana Rifaa Hikmah Fauziyyah Rina Sovianti Rindiani, Reza Noersyifa Rizka Aditriyana, Muhamad Rizki Munggaran Sahharon, Hamizah Sahra Berlianti Salsa, Ghina Salsabila, Gina Salwa Salbina Gustiandi Sani Rahman Sarah Anisa Askari Saraswati Sidiq Saraswati Sidiq Satia Rahmawati, Lusi Septiani, Amelia Zahwa Setianto, Arya Siswahyudianto Siti Nor Amalina Ahmad Tajuddin Siti Nor Amalina binti Ahmad Tajuddin Siti, Rd Marjan Soraya, Adinda Sorgania, Nissa Septiani Sri Widya , Novia Subhan Abdul Musalam Suryana Putra, Adnan Syaidah Nurhalimah Syalsa Syabila Putri Syifa Tul Haya Tabitha Hemastuti Tajkiatunnufus, Taza Tias, Dhea Ayuning Tommy Ismail R M Ummu Salamah Utami Dewi S.Y, Rosanti Winda Rahmawati Winda Wulandari, Winda Yasmin, Nada Kamelya Yayang Dian Muldan Yayang Dwi Yulia Adrian Yulia Yulistina Yuni Mogot Yuni Mogot Yuniar, Niva Citra Yunira, Tria