Analisis Digital Marketing Berbasis Instagram dalam Mendorong Volume Penjualan Toko Kue di Siak, Riau
Keywords:
Instagram, Digital Marketing, Toko Kue, Volume Penjualan, SiakAbstract
The growth of social media has encouraged business owners, including bakery managers, to utilize digital platforms as a means of marketing their products. However, the use of Instagram by bakery owners in Siak Sri Indrapura has not yet been fully optimized to increase sales. This study examines the effectiveness of Instagram-based digital marketing strategies in driving increased sales volume for bakeries in Siak Sri Indrapura, Riau. The study employs a qualitative descriptive approach with data collection through observations, interviews, and documentation involving business owners as well as customers as information sources. The results indicate that the use of Instagram is effective in attracting consumer attention and driving sales growth through the use of Reels, Stories, and Feed features, supported by active communication with customers via comment sections and direct messages, as well as the use of hashtags and geotagging to expand market reach. The study also found that reposting customer reviews and collaborating with local information accounts can strengthen consumer trust in the products offered. Based on these findings, the study concludes that Instagram plays a significant role as a digital marketing platform in increasing sales volume for bakeries in Siak Regency, Riau. This study recommends more systematic content management, the use of Instagram Ads to reach a more specific target market, and the development of creative digital promotions to maintain customer loyalty and expand market reach.
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Copyright (c) 2026 Kamilia Asma Ramadani (Author); Bambang Santoso (Translator)
This work is licensed under a Creative Commons Attribution 4.0 International License.
