DAMPAK MEDIA SOSIAL DAN MARKETPLACE PADA PENINGKATAN PENJUALAN NAMA COFFEE KOTA CIMAHI

Abstract

The growth of coffee consumption in Indonesia is influenced by changes in consumer behavior driven by technological advancements and digitalization. Nama Coffee, a coffee shop in Cimahi, leverages social media and marketplace platforms as marketing strategies to enhance sales and business competitiveness. However, consumer interaction with social media accounts remains low, and the visibility and consumer satisfaction on the marketplace are still suboptimal. This raises the question of the extent to which the utilization of these digital platforms impacts the sales growth of Nama Coffee in Cimahi. The purpose of this study is to determine the extent to which Social Media and Marketplace contribute to Sales Improvement, both partially and simultaneously. The research employed descriptive and associative methods. The unit of analysis in this study was individuals, specifically the consumers of Nama Coffee in Cimahi. The sample consisted of 97 respondents, and non-probability incidental sampling was used as the sampling technique. Data analysis was conducted using multiple linear regression. The research instruments included questionnaires along with validity and reliability tests. The results of the study indicate that both Social Media and Marketplace have a significant effect on Sales Improvement, both partially and simultaneously. The implications of this study suggest that culinary business actors, particularly Nama Coffee, need to optimize digital marketing strategies through social media to build engagement with consumers, while also utilizing marketplaces as effective distribution channels. The more optimal the use of social media and marketplace platforms, the greater the potential increase in sales that Nama Coffee can achieve.

Keywords: Social Media, Marketplace, Sales Growth