PENGARUH STRATEGI DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN PADA ZAKIA FLORIST

Musrifah Musrifah; Bambang Setiyo Pambudi

doi:10.34127/jrlab.v15i2.2409

Authors

Musrifah Universitas Trunojoyo Madura
Bambang Setiyo Pambudi Universitas Trunojoyo Madura

DOI:

https://doi.org/10.34127/jrlab.v15i2.2409

Keywords:

Consumer Engagement, Content Quality, Digital Marketing Strategy, Digital Promotion, Flower Shop Business

Abstract

The development of digital technology has changed marketing strategies, especially for MSMEs in creative industries like flower shops. This study aims to analyze the effect of Digital Marketing Strategies on increasing sales at Zakia Florist Bangkalan, focusing on the use of social media, content quality, and digital promotions. The method used is a quantitative approach with the PLS-SEM model using SmartPLS 4. Data was collected through an online questionnaire from 100 respondents selected through purposive sampling, consisting of consumers who have seen digital promotions and purchased Zakia Florist products via Instagram and WhatsApp Business. Research results show that Digital Marketing Strategy has a positive and significant impact on sales growth. This is proven by a path coefficient value of 0.911, T-statistics of 8.542, and a p-value below 0.05, so the hypothesis is accepted. An R-square value of 0.642 indicates that this strategy can explain 64.2% of the variance in sales growth. In conclusion, Digital Marketing Strategy plays a dominant role in increasing sales in the flower business. Optimizing social media, creating quality content, and running effective digital promotions have proven to boost consumer engagement, expand market access, and strengthen competitiveness. The implications of this study provide practical recommendations for SMEs, especially flower shops, to optimize social media marketing, develop creative and informative content, and implement targeted promotional strategies to support sustainable business growth.

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