The Influence of Digital Promotion, Product Quality, and Service Quality on Increasing Sales of Rinings Fried Shallots

Abstract

Research aim: This study aims to explore how online ads, product quality, and service quality impact the sales growth at Brambang Goreng Rinings, a company located in Nganjuk..

Design/Methode/Approach: This research used numbers to understand customer opinions. It included asking people who had seen online ads and had bought things before. Information was gathered using a set questionnaire and looked at with a method called multiple linear regression.

Research Finding:  The findings show that online advertising and the quality of the products have a big effect on sales growth. Effective online ads, like those on social media, can raise awareness of the brand and influence people's buying choices, which can lead to higher sales. High-quality products also help increase sales by making customers happier and building their trust. On the other hand, the quality of service did not have a big impact on sales growth. This means that, in this case, the service provided is viewed as just meeting the basic expectations.

Theoretical contribution/Originality: This study contributes to the marketing literature by focusing on local food products, highlighting the importance of integrated marketing elements in driving business growth in the digital era. The research also identified digital promotional strategies and product quality as key drivers of effective sales growth.

Practitioner/Policy implication: These findings provide practical recommendations for business owners to leverage digital promotions and improve product quality to achieve increased sales.

Research limitation: This study was limited to one type of food product and one location, so the results may not be fully generalized to other businesses. Future research suggests expanding the research area or comparing businesses from different industries.