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Penelitian ini bertujuan untuk menganalisis strategi pemasaran digital melalui Instagram dalam meningkatkan penjualan pada UMKM Kedai 2 Putri di Desa Sipodeceng, Kabupaten Sidenreng Rappang. Latar belakang penelitian didasari oleh fenomena meningkatnya penggunaan media sosial sebagai sarana promosi bisnis, khususnya di kalangan UMKM yang membutuhkan strategi efektif untuk menjangkau konsumen lebih luas. Penelitian ini menggunakan pendekatan kualitatif dengan metode deskriptif, di mana data dikumpulkan melalui wawancara, observasi, dan dokumentasi yang melibatkan pemilik, karyawan, serta pelanggan Kedai 2 Putri. Hasil penelitian menunjukkan bahwa strategi pemasaran digital yang diterapkan melalui Instagram meliputi empat indikator utama, yaitu pembuatan konten (content creation), berbagi konten (content sharing), membangun interaksi (connecting), dan pembangunan komunitas (community building). Dari keempat indikator tersebut, pembuatan konten menjadi faktor paling dominan dalam menarik minat konsumen dan memperkuat citra merek, karena visual produk yang menarik dan konsistensi unggahan terbukti mampu meningkatkan interaksi serta mendorong keputusan pembelian. Selain itu, strategi pemasaran digital juga diperkuat oleh elemen bauran pemasaran (7P) yang mencakup produk, harga, tempat, promosi, orang, proses, dan bukti fisik. Dengan demikian, penelitian ini menegaskan bahwa pemanfaatan Instagram secara optimal dapat meningkatkan visibilitas, keterlibatan pelanggan, serta penjualan UMKM.

This study aims to determine the effect of work motivation and compensation on employee work discipline. This research is quantitative research with a descriptive approach and multiple linear regression analysis. Data collection techniques with observation, interviews, questionnaires, and documentation. The population in this study were 44 people, who also became the sample in this study with the sampling technique using saturated sampling. The data analysis technique used is multiple linear regression analysis using SPSS 26 software, to test the effect of work motivation and compensation variables on work discipline. The results of this study indicate that work motivation and compensation have a positive and significant effect on employee work discipline, partially and simultaneously. This study shows that the better the work motivation and compensation, the more employee discipline increases at the Burau Electronic Source Store.

This study aims to determine the influence of work discipline on employee performance at the Bantaeng Regency Culture and Tourism Office. This sampling method uses saturated sampling, which is the entire population of 45 respondents with a quantitative research method. Data collection was obtained through interviews and questionnaire distribution directly (offline). The data analysis techniques used to analyze the relationship between independent variables and dependent variables are validity tests, reliability tests, classical assumption tests, namely normality tests, linearity tests, and homokedasticity tests, hypothesis tests used Partial tests (t-test), and determination coefficients (R2 test). The results of this study show that work discipline has a positive and significant effect on the performance of employees at the Bantaeng Regency Culture and Tourism Office.