<![CDATA[Digital marketing is increasingly important for micro-retailers, yet social-media presence does not automatically translate into sales revenue. This study examines how customer-facing digital marketing practices support sales-related outcomes at Ramadhani Cell, a micro-retailer of smartphones, accessories, and repair services. A descriptive qualitative case-study design was employed using interviews, observation, and documentation, with source, technique, and time triangulation and an interactive process of data reduction, display, and conclusion drawing. The empirical analysis retains four dimensions used in the field study: interactivity, informativeness, personalization, and trendiness. The findings show that Instagram facilitates rapid two-way communication and product updates; informative photo/video content reduces customer search effort; personalized responses and feedback strengthen perceived relevance; and monitoring marketplaces, competitors, and customer input supports trend sensing. These practices are associated with customer engagement, demand formation, and sales activity, but the available turnover figures—IDR 428 million in October, IDR 534 million in November, and IDR 490 million in December 2024—combine online and offline transactions and therefore do not establish a causal digital-marketing effect. Digital promotion also creates advertising and content-related costs, so turnover should not be conflated with profit. The study contributes a feature-to-revenue conversion perspective in which digital marketing creates commercial value through engagement, information quality, market sensing, and relevance, while conversion depends on managerial digital capability and measurement discipline.]]>
Copyrights © 2026
