STIE PENASTIE PENA

Fokus Ekonomi : Jurnal Ilmiah EkonomiFokus Ekonomi : Jurnal Ilmiah Ekonomi

The advancement of digital technology has transformed the marketing landscape, making social media one of the primary channels for product promotion. This study aims to determine the effect of optimizing Instagram social media promotion on the sales volume of Gallery Rajut Bandung. Using a quantitative associative descriptive method, data were collected through questionnaires from 75 people who are work with Gallery rajut bandung. The independent variable is Instagram social media promotion, measured by content creation, content sharing, connecting, and building indicators, while the dependent variable is sales volume, measured through sales growth, profit, and the number of customers. The results of a simple linear regression analysis indicate that social media Instagram promotion has a positive and significant effect on sales volume. Optimizing digital promotion strategies, such as improving content quality, posting consistency, and collaborating with influencers, is recommended to support sustainable sales growth.

Based on the test results of the hypotheses and data analysis, it can be concluded that social media promotion by Gallery Rajut Bandung via Instagram is categorized as very positive.Sales volume is also categorized as very positive, with the highest mean score in achieving sales targets.Furthermore, social media promotion has a significant and positive effect on sales volume, indicating that most sales volume variability is explained by Instagram-based promotion.

Future research should investigate the relationship between various types of social media promotion and sales volume across different platforms like TikTok or X, allowing for a comparative analysis of their effectiveness in enhancing content sharing, sales, and profits. Expanding on this, studies could explore the impact of specific Instagram features, such as Reels or Stories, on consumer engagement and purchasing behavior within the context of small businesses like Gallery Rajut Bandung. Additionally, research could delve into the role of influencer marketing, examining the optimal strategies for selecting and collaborating with influencers to maximize reach and conversion rates. These investigations will provide valuable insights for MSMEs seeking to leverage social media for sustainable growth, and can inform the development of targeted marketing strategies that resonate with their specific audiences. Ultimately, a deeper understanding of these dynamics will empower businesses to navigate the evolving digital landscape and achieve greater success in the competitive marketplace, contributing to the broader economic development of the MSME sector.

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