Analysis of Digital Marketing Strategy on Sales Improvement at Teman Sejarii Accessories Business

Abstract

This study aims to analyze the influence of digital marketing strategy on sales improvement at Teman Sejarii Accessories Business in Manado City, North Sulawesi. The research method used is quantitative with a survey approach. Data were collected through questionnaires distributed to 100 consumers of Teman Sejarii using purposive sampling technique. Data analysis includes validity test (Pearson Product Moment), reliability test (Cronbach Alpha), classical assumption tests (normality and linearity), simple linear regression analysis, partial t-test, and coefficient of determination. The digital marketing strategy variable (X) was measured through four indicators: Content Marketing, Social Media Marketing, Online Promotion, and Customer Engagement. The sales improvement variable (Y) was measured through four indicators: Sales Volume, Purchase Frequency, Sales Growth, and Revenue Increase. The results indicate that digital marketing strategy has a positive and significant effect on sales improvement (t-count = 18.802; Sig. = 0.000 < 0.05). The coefficient of determination R² = 0.686 indicates that 68.6% of the variation in sales improvement is explained by digital marketing strategy, while 31.4% is influenced by other factors. Instagram content visual aspects emerged as the strongest factor (85.6%), while the giveaway program needs improvement (73.0%). This study recommends that Teman Sejarii optimize visual content, enhance customer interaction programs, and develop more structured digital promotion strategies to maximize conversion from engagement to actual transactions.