The Impact Of Digital Marketing Strategies On Sales Growth At Localunion Distro

Annisa Ramadhana Rokis; Ratih Amelia; Maduma Sari Sagala; Kabiru Sa'ad Sa'id; Fitria Halim

doi:10.64276/ams.v1i4.103

Authors

Annisa Ramadhana Rokis Politeknik Unggul LP3M
Ratih Amelia Politeknik Unggul LP3M
Maduma Sari Sagala Sekolah Tinggi Ilmu Ekonomi IBMI
Kabiru Sa'ad Sa'id Federal University Dutse
Fitria Halim Universitas Mikroskil

DOI:

https://doi.org/10.64276/ams.v1i4.103

Keywords:

Digital Marketing Strategy, Instagram, Sales, Localunion Distro

Abstract

This study analyzed the effect of digital marketing strategies via Instagram on sales growth at Localunion Distro. The background of this study is rooted in the increasingly fierce competition among local clothing retailers and the growing use of social media as the primary means of product promotion. The research method employed was an associative quantitative approach involving 98 respondents who are both customers and followers of the Localunion Distro Instagram account. Data analysis was conducted using simple linear regression, the t-test, and the coefficient of determination (R²). The results show that digital marketing strategies have a positive and significant effect on sales growth, with the regression equation Y = 18.547 + 0.712X. The calculated t-value of 7.783 is greater than the critical t-value of 1.985 at a significance level of 0.000 < 0.05, so the research hypothesis is accepted. The R² value of 0.787 indicates that 78.7% of the variation in sales growth is explained by digital marketing strategies via Instagram, while the remaining 21.3% is influenced by other factors such as product quality, price, service, and conventional promotions. This study confirms that the integration of social media into modern marketing strategies plays a crucial role in increasing sales and customer loyalty

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