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All Journal Journal of Student Development Information System (JoSDIS)
Widyana, Alda
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Computer Science & IT

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Pemanfaatan Media Sosial Sebagai Strategi E-Bisnis Dalam Meningkatakan Penjualan Kopi Kenangan Saragih, Hewa Angriani; Widyana, Alda; Tarigan, Anggi Zahara; Salsabila, Khairunnisa; Nurbaiti, Nurbaiti
Journal of Student Development Information System (JoSDIS) Vol 6, No 1: JoSDIS | Januari 2026
Publisher : Universitas Labuhanbatu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/josdis.v6i1.8849

Abstract

This study aims to analyze the utilization of social media as an e-business strategy to increase sales at Kopi Kenangan. The research employs a descriptive qualitative method through observation, interviews, and documentation. Interviews were conducted with a staff member at the Kopi Kenangan outlet on Jalan Pancing, Medan, as well as several active consumers as primary data sources. The findings indicate that social media functions mainly as a tool for information dissemination and branding rather than a primary driver of sales. The uploaded content tends to be informative and lacks interactivity, resulting in weak consumer engagement. Consumers more frequently learn about promotions through in-store banners or the application, while purchase decisions are influenced by personal needs, strategic store location, and direct in-store experience. This study recommends optimizing interactive content, visual storytelling, and digital collaborations to enhance the effectiveness of e-business strategies.
Co-Authors Nurbaiti Salsabila, Khairunnisa Saragih, Hewa Angriani Tarigan, Anggi Zahara