OPTIMALISASI PENGGUNAAN APLIKASI FACEBOOK PADA PENINGKATAN PENJUALAN DI RA DONAT KABUPATEN SIDENRENG RAPPANG

Abstract

This study examines the use of Facebook as a digital marketing tool in increasing sales at RA Donat in Sidenreng Rappang Regency. The background of this research is based on the growing use of social media by micro, small, and medium enterprises (MSMEs), which has not yet been optimally utilized in a structured and consistent manner. The objective of this study is to analyze the effectiveness of Facebook usage based on indicators of usage intensity, content quality, consumer interaction, and utilization of business features, as well as its impact on sales improvement, including sales volume, revenue, new customers, and repeat purchase frequency. This research employs a qualitative descriptive method with data collected through observation, interviews, and documentation. The findings indicate that Facebook usage at RA Donat is still not optimal, where consumer interaction shows the highest percentage (45.45%), while usage intensity and feature utilization remain low (9.09%–11.11%). The impact on sales is evident but limited, with an increase in sales volume and revenue occurring only after promotional activities and not consistently. The most dominant factor in sales improvement is the number of new customers (44.44%), while repeat purchase frequency is the lowest (12.50%–14.29%). In conclusion, Facebook plays a role in expanding market reach and attracting new customers, but its effectiveness requires further optimization through consistent usage, improved content quality, and better utilization of available features.