Promotion Effectiveness in Increasing Ngemil Jeh Product Sales through Digital Marketing on the Instagram Platform
DOI:
https://doi.org/10.59693/insoma.v3i1.61Keywords:
Promotion, Digital Marketing, Sales Promotion, User Generated Content, Social Media MarketingAbstract
Ngemil Jeh is a micro-enterprise in the snack food sector established in 2022 in Jakarta. In response to increasing market competition and shifts in consumer behavior toward digital platforms, the business began implementing digital marketing strategies via Instagram in 2025. This study aims to evaluate the effectiveness of promotional and digital marketing strategies in increasing product sales. The methodology involves analyzing sales data, monitoring promotional activities on social media, and assessing digital metrics. The findings indicate that thematic discount programs, product bundling, and user-generated content (UGC) had a significant impact on sales growth. Additionally, digital marketing approaches such as content planning, scheduling, and pay-per-click (PPC) advertising proved effective in expanding consumer reach. These results contribute to a deeper understanding of effective digital strategies for enhancing the sales performance of micro-enterprises in the snack industry.
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