Pengaruh Iklan Digital Terhadap Pencapaian Target Revenue pada PT ABC
Keywords:
Digital Advertising, Digital Marketing, Revenue, Social Media, Educational InstitutionsAbstract
This study aims to analyze the effectiveness of digital advertising in supporting the achievement of revenue targets for PT ABC, an English language course institution in Kampung Inggris Pare, Kediri. The approach used was descriptive qualitative, with data collection techniques consisting of in-depth interviews and observations. Research informants consisted of marketing leaders and the advertising team directly involved in the planning, implementation, and evaluation of digital campaigns. The results of this study indicate that digital advertising plays a substantial role in revenue growth. The implemented funneling strategy includes three layers: the top funnel to expand brand awareness, the middle funnel to cultivate audience interest, and the bottom funnel to drive conversions. Accurate audience segmentation, the quality of creative content, and the integration of paid advertising and organic social media activities contribute to campaign effectiveness. Regular evaluation and maintenance maintain high ad performance, generate quality leads, and maintain affordability. During the regular season, revenue can reach 60–70% of the target; this figure climbs to around 80% during peak season. The research results confirm that digital advertising has a progressive impact not only for promotion but also as a continuous communication strategy that fosters trust and influences prospective students' enrollment decisions.
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Copyright (c) 2026 Adina Safira (Author); Bambang Santoso (Translator)
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