The Effect of Social Media Instagram Promotion on The Sale of Mariposa Novel

Authors

  • Hidayatul Fajriyah
  • Marsudi Marsudi Universitas Muhammadiyah Malang

Keywords:

social media, selling, promotion, Mariposa novel

Abstract

This research aims to analyze the effect of promotion on social media Instagram towards the selling of Mariposa novels. The sampling technique used in this research was the purposive sampling technique with the criteria: Mariposa novel’s sales report after being published in bookstores in 2019. In order to know the effect of social media on the selling of Mariposa novel, a statistic test namely paired sample t-test was carried out by the researcher. By dividing the sales report into two categories: sales report before the social media promotion treatment (sales report on January to June 2019) and after social media promotion treatment (sales report on July to December 2019). The result showed that the significant value was 0,028 (which is smaller than 0,05). Thus, the promotion on social media Instagram had a significant effect on the selling of Mariposa novel.

References

Arianta and Kartika. 2019. Pengaruh Promosi melalui Media Sosial dan Word of Mouth terhadap Volume Penjualan pada Media Komputer Denpasar. Jurnal Manajemen dan Bisnis Equilibrium. Vol.5 No.1

Bungin and Burhan. 2011. Penelitian Kualitatif. Jakarta: Kencana Predana Media Group.

Celebesmedia.id. 2020. Novel Dongkrak Penjualan Buku di Jaman Teknologi. Retrieved June 20, 2020 from https://celebesmedia.id/humaniora/artikel/1021261118/novel-dongkrak-penjualan-buku-di-jaman-teknologi.

Cross, Michael. 2013. Social Media Security. USA: Syngress.

Cummins, Julian. 2010. Promosi Penjualan. Tangerang: Binarupa Aksara.

Darmadi, Hamid. 2013. Metode Penelitian Pendidikan dan Sosial. Bandung: Alfabeta.

Gitosudarmo, Indriyo. 2014. Manajemen Operasi. Yogyakarta: BPFE-Yogyakarta.

Globalwebindex. 2016. Instagram Membership Approaches 50%. Retrieved October 21, 2016 from https://www.globalwebindex.net/blog/instagram-membership-approaches-50.

Kaplan, A. M. and Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.

Kotler, Philip and Keller, Kevin Lane. 2016. Manajemen Pemasaran (15th edition). Jakarta: Erlangga.

Kotler, Philip and Armstrong, Gerry. 2014. Prinsip Prinsip Manajemen (14th edition). Jakarta: Erlangga.

Kurniasari E. D., Rasyidi, A. and

Mahsina. 2016. Analisis Penerapan Sistem Informasi Akuntansi untuk Meningkatkan Efektivitas Pengendalian Intern Penjualan Secara Kredit Pada PT Karya Lancar Mandiri Surabaya. Jurnal Akuntansi. Vol.2 No.1

Lupiyoadi, Rambat. 2013. Manajemen Pemasaran Jasa. Jakarta: Salemba Empat.

Ma’ruf, Al and Imron, Ali. 2010. Kajian Stilistika Perspektif Kritik Holistik. Surakarta: UNS Press.

Nasrullah, Rulli. 2016. Media Sosial: Perspektif Komunikasi, Budaya, dan Sosioteknologi. Bandung: Simbiosa Rekatama Media.

Sasilia. 2016. Strategi Promosi Buku Critical Eleven Oleh Akun Instagram Ika Natassa. Skripsi. Universitas Hasanuddin.

Setiawan, Sukanteri, Suryana and Suparyana. 2019. Pengaruh Promosi Berbasis Sosial Media terhadap Penjualan Produksi Kelompok Wanita Tani (KWT) Ayu Tangkas di Desa Megati. Jurnal Ilmu Sosial dan Humaniora.Vol.8 No.2

Swastha, Basu. 2007. Manajemen Pemasaran Modern. Yogyakarta: Liberty Offset.

Sumarni, Murti. 2003. Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta.

Sumarni, Murti and Soeprihanto, John. 2010. Pengantar Bisnis. Yogyakarta: Liberty Yogyakarta.

Downloads

Published

2021-03-25

Issue

Section

Articles