<![CDATA[The development of information technology has encouraged the use of digital advertising as a marketing strategy, particularly in halal fast food businesses in Makassar. This study aims to analyze the effect of digital advertising on increasing sales of these products. This study used a quantitative approach with a sample of 157 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using simple linear regression, t-test, and the coefficient of determination (R²). The results showed that digital advertising had a positive and significant effect on sales, with a beta coefficient of 0.831 and a significance level of <0.05. The R² value of 0.691 indicates that 69.1% of sales variation is influenced by digital advertising. Marketing through social media such as Instagram and TikTok has proven effective in increasing consumer purchasing interest through attractive visual content and clear product information. Thus, digital advertising is an effective marketing strategy in increasing sales of halal fast food and is in line with Sharia principles that emphasize transparency and honesty.]]>
Copyrights © 2026
