EFEKTIVITAS PENERAPAN DIGITAL MARKETING DALAM MENINGKATKAN PENJUALAN DI LA PIZZA KABUPATEN SIDENRENG RAPPANG

Abstract

This study aims to analyze the digital marketing strategy implemented by La Pizza in Sidenreng Rappang Regency and to evaluate its effectiveness in increasing sales. The research employed a qualitative approach using a descriptive method with a case study design. Informants were selected through a purposive sampling technique, consisting of the business owner, an employee, and customers, with a total of seven informants. Data were collected through observation, in-depth interviews, and documentation, and analyzed using the Miles and Huberman interactive model, including data reduction, data presentation, and conclusion drawing and verification. The findings indicate that La Pizza implements its digital marketing strategy through Instagram and WhatsApp Business as the primary platforms for promotion, communication, and product ordering. The strategy is supported by informative content, the use of location features and hashtags, and active interaction with customers, making information access and transactions easier. The implementation of digital marketing was found to be effective in increasing sales, as reflected by the dominance of the accessibility indicator (27.00%) within the digital marketing variable and the customer satisfaction and loyalty indicator (27.38%) within the sales improvement variable. In addition to enhancing brand awareness, the strategy has expanded market reach, strengthened customer relationships, and contributed to sustainable sales growth. These findings demonstrate that digital marketing has become a crucial strategy for improving the competitiveness of culinary businesses in the digital era.