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This study aims to determine the effect of product availability, communication effectiveness, and promotional strategy on sales volume at PT.Distribusindo Cemerlang Jaya, a cosmetic and skincare distribution company in Batam city. The background of this research is based on pre-survey result indicating suboptimal sales volume along with operational challenges including stock shortages, communicatiob gaps, and limited promotional activities.ths research employs a quantitative method. The population consist of all comsumers, with a sample of 43 respondent selected using a saturated sampling technique. Data were collected through questionnaires using a likert scale and analyzed using validity and reliability test, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²) with SPSS. Result show that partially, product availability does not significantly affect sales volume (sig. 0,313 > 0,05), and communication effectiveness also does not significantly affect sales volume (sig. 0,898 > 0,05). However, promotional strategy has a positive and significant effect  on sales volume (sig, 0,000 < 0,05). Simultaneously, all three variables significantly affect sales volume (F = 212.642, sig. 0,000 < 0,05). The coefficient of determination (R²) is 0,942 indicating that 94,2% of the variation in sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume is explained by the three independent variables. Promotional strategy is the most dominant factor influencing sales volume at PT.Distribusindo Cemerlang Jaya.  

Penelitian ini bertujuan menganalisis pengaruh digital marketing dan literasi keuangan terhadap kinerja keuangan UMKM dengan keunggulan bersaing sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan survei kepada 200 pelaku UMKM yang telah memanfaatkan kanal pemasaran digital. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil pengujian ilustratif menunjukkan bahwa digital marketing berpengaruh positif terhadap keunggulan bersaing dan kinerja keuangan UMKM. Literasi keuangan juga berpengaruh positif terhadap keunggulan bersaing dan kinerja keuangan. Keunggulan bersaing terbukti berpengaruh positif terhadap kinerja keuangan serta memediasi secara parsial hubungan digital marketing dan literasi keuangan terhadap kinerja keuangan UMKM. Temuan ini mengindikasikan bahwa peningkatan kinerja keuangan UMKM tidak hanya ditentukan oleh intensitas promosi digital, tetapi juga oleh kemampuan pelaku usaha dalam mengelola informasi keuangan, menentukan harga, mengendalikan biaya, dan membangun nilai unik yang sulit ditiru pesaing. Penelitian ini memberikan implikasi bagi pelaku UMKM untuk mengintegrasikan strategi pemasaran digital dengan penguatan literasi keuangan agar keunggulan bersaing dapat dikonversi menjadi peningkatan penjualan, profitabilitas, dan arus kas.

Local coffee micro, small, and medium enterprises (MSMEs) in Karang Sidemen Village, Central Lombok Regency, have significant development potential; however, they still face challenges related to marketing practices and limited value addition. Conventional marketing systems restrict market reach and reduce product competitiveness. In the context of the Industrial Revolution 4.0 and Society 5.0, digital marketing offers a strategic opportunity for MSMEs to enhance product promotion and sales performance. This community service program aimed to strengthen the capacity of local coffee MSMEs through the implementation of social media–based digital marketing strategies. A participatory approach was employed, actively involving MSME actors and students through stages of problem identification, program planning, training and hands-on digital marketing practices, and evaluation. The results demonstrated an improvement in participants’ understanding and skills in utilizing social media as a promotional tool, as reflected by the initiative to develop and publish promotional video content for local coffee products, including the flagship Versilia coffee variant. The use of visual content and storytelling facilitated the practical adoption of digital marketing strategies. Overall, this program contributed to shifting marketing behavior from conventional to digital approaches and strengthening the sustainable competitiveness of local coffee MSMEs.

Penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran digital dalam meningkatkan penjualan pada Usaha Buraq Telur di Terminal Pangkajenne, Kabupaten Sidenreng Rappang. Latar belakang penelitian ini didasarkan pada tingginya tingkat persaingan antar pelaku usaha telur di pasar lokal yang menuntut strategi pemasaran yang lebih adaptif, khususnya melalui pemanfaatan media digital sederhana seperti WhatsApp dan Facebook. Metode penelitian yang digunakan adalah kualitatif dengan pendekatan deskriptif, di mana data dikumpulkan melalui wawancara mendalam, observasi, dan dokumentasi. Analisis data dilakukan menggunakan perangkat lunak NVivo 12 Plus untuk mengorganisasi dan mengidentifikasi tema-tema strategis dalam praktik komunikasi pemasaran. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran digital terbukti efektif dalam mendukung peningkatan penjualan. Personal selling menjadi strategi dominan dengan proporsi 29,38%, diikuti oleh promosi penjualan (25,28%) dan pemasaran langsung (20,94%). Aspek ini menunjukkan bahwa interaksi personal, penawaran khusus, dan komunikasi digital sederhana mampu membangun kedekatan dengan konsumen sekaligus meningkatkan loyalitas. Dari perspektif bauran pemasaran, indikator harga menempati posisi tertinggi sebesar 27,86%, disusul produk (26,24%) dan tempat (25,30%), sedangkan promosi berada di posisi terendah yaitu 20,60%. Temuan ini menegaskan bahwa strategi penetapan harga yang kompetitif, kualitas produk yang terjaga, serta distribusi yang tepat memiliki pengaruh signifikan terhadap peningkatan penjualan, meskipun promosi digital masih sederhana. Kesimpulannya, keberhasilan strategi komunikasi pemasaran digital pada Usaha Buraq Telur dipengaruhi oleh kombinasi antara komunikasi interpersonal, bauran pemasaran yang seimbang, serta pemanfaatan media digital yang konsisten. Penelitian ini memberikan kontribusi praktis bagi UMKM dalam mengoptimalkan strategi digital untuk meningkatkan daya saing di pasar lokal.

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.

Penelitian ini bertujuan untuk menganalisis strategi promosi penjualan yang diterapkan oleh BMA (Baju Murah Anak) pada marketplace Shopee. Meskipun telah melakukan berbagai upaya promosi, penjualan BMA cenderung fluktuatif dan belum mencapai target yang diharapkan. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui observasi, wawancara, dan dokumentasi. Penelitian terfokus pada empat strategi promosi utama yaitu pemberian, paket harga, pengembalian dana, dan premi. Hasil penelitian menunjukkan bahwa pemberian sampel kepada afiliasi efektif meningkatkan eksposur merek namun berdampak terbatas pada penjualan langsung. Strategi paket harga dan premi mampu mendorong pembelian dalam jumlah lebih besar serta meningkatkan loyalitas konsumen. Sementara itu, strategi pengembalian dana memberikan rasa aman bagi pelanggan namun menahan tantangan dalam kecepatan pelayanan. Keseluruhan strategi yang diterapkan memberikan dampak positif terhadap citra merek, namun perlu dilakukan evaluasi berkelanjutan untuk meningkatkan efektivitas promosi. Implikasi penelitian ini memberikan kontribusi praktis bagi pelaku UMKM dalam merancang strategi promosi yang adaptif terhadap dinamika pasar digital, khususnya di platform e-commerce seperti Shopee

Promoting company products so that they are known to the wider community, not only by promoting through social media or using online media, but promoting directly to the public also has a significant effect on the company's sales volume, such as brochures distributed door to door, through magazines. can be seen directly by the public, through placing banners and banners on every strategic road, this is a marketing strategy that can be used by companies as a tool to introduce their products without having to look on social media or online and there are still many ways that can be used. The aim of this research is to analyze advertising, promotions and personal sales in increasing sales volume at Artshop Sukarara, Central Lombok. The method used in this research is causal associative research, which is asking about the relationship between two or more variables. The location of the research was at the Patuh Sukarara Art Shop, Central Lombpk. The number of respondents in the research was 30 consumers. The results of research on the effectiveness of the promotional mix are thought to have a relationship or relationship with sales volume. Based on the results of analysis of the coefficient of determination (R2), it was found that the coefficient of determination or R-Square value was 0.17906, which means that 17.9% of the dependent variable of sales volume is influenced by advertising and promotion variables. sales, personal sales and public relations, while the rest is explained by unused variables.

This study aims to analyze the transformation of promotional strategies among Micro, Small, and Medium Enterprises (MSMEs) in Suka Makmur Village after utilizing Google Maps as a digital marketing platform. The research focuses on identifying changes in promotional approaches, MSME owners’ perceptions of the effectiveness of Google Maps, and its impact on business visibility and sales performance. The study employed a participatory approach through the Community Service Program (KKN), consisting of several stages, including surveys, socialization, training, and direct mentoring. The research subjects comprised three MSMEs: Seblak Prasmanan, Warung Kopi, and Rumah Jajan By Nisa. The findings indicate that, prior to the intervention, promotional activities were predominantly traditional and limited in reach. After adopting Google Maps, the businesses became more easily discoverable, received positive reviews, and successfully reached customers beyond the local area. This study concludes that the effective use of Google Maps enhances the digital identity of MSMEs, broadens market reach, strengthens competitiveness, and contributes to the local economic growth of Suka Makmur Village.

This study aims to analyze the influence of Customer Experience and sales promotions on repurchase intention of Nivea Men consumers in Medan City. The background of the study is based on the increasing competition in the men's skincare industry which demands effective marketing strategies to maintain consumer loyalty. The research method uses a quantitative approach with an associative research type. The research sample consisted of 96 respondents determined by purposive sampling technique. The results showed that Customer Experience has a positive and significant effect on repurchase intention, with the Sense indicator as the dominant factor. Sales promotions also proved to have a positive and significant effect, with promotion quality as the most influential indicator. Simultaneously, both variables have a significant effect on repurchase intention, with Exploratory Interest as the highest indicator, which confirms that positive experiences and quality promotions can encourage consumers to make repeat purchases while exploring other products from the same brand. The implications of this study emphasize the importance of strengthening the Relate dimension in Customer Experience, consistent promotion frequency at strategic moments, and product differentiation to strengthen consumer preferences.

Penelitian ini bertujuan untuk menganalisis strategi pemasaran PT. Makanan Rakyat Indonesia Kendal dengan pendekatan bauran pemasaran (produk, harga, promosi, dan tempat) serta analisis SWOT. Data diperoleh melalui wawancara dengan pemilik dan karyawan, observasi, serta dokumentasi. Hasil penelitian menunjukkan produk unggulan yaitu kerupuk ABS udang original dengan harga Rp5.000–Rp25.000, distribusi melalui toko offline dan platform online, serta promosi yang memanfaatkan media sosial dan e-commerce. Analisis SWOT menghasilkan lima kekuatan, lima kelemahan, lima peluang, dan lima ancaman. Skor IFAS sebesar 3,23 dan EFAS 3,02 menempatkan perusahaan pada kuadran I (strategi agresif). Data penjualan Januari–April 2025 meningkat 28,8% dibandingkan tahun sebelumnya atau setara Rp147.000.000. Temuan ini membuktikan bahwa penerapan strategi pemasaran berbasis SWOT berpengaruh signifikan terhadap peningkatan penjualan. Rekomendasi penelitian adalah memperluas saluran distribusi, meningkatkan promosi, serta menjaga kualitas pelayanan guna menghadapi persaingan produk sejenis.  

Penelitian ini bertujuan menganalisis faktor-faktor yang menentukan efektivitas pengelolaan persediaan peralatan rumah tangga pada PT. Star Cosmos Cabang Semarang. Masalah utama yang dihadapi perusahaan adalah stockout berulang pada produk unggulan yang menyebabkan hilangnya penjualan dan menyebabkan konsumen ke pesaing. Pendekatan penelitian menggunakan deskriptif kualitatif dengan pengumpulan data melalui studi pustaka, wawancara, dokumentasi, serta triangulasi. Hasil penelitian menunjukkan bahwa efektivitas pengelolaan persediaan dipengaruhi oleh tiga faktor utama, yaitu fluktuasi permintaan, sistem informasi akuntansi, dan risiko kerusakan produk. Fluktuasi permintaan timbul akibat variasi musiman, promosi kompetitor, serta daya beli masyarakat. Sistem informasi akuntansi berbasis SAP/WMS mendukung pelacakan inventaris secara real time , namun masih mengalami kendala jaringan dan kesalahan input data. Risiko kerusakan produk muncul karena serangan rayap pada kemasan karton serta kondisi gudang yang kurang memadai. Kendala yang dibahas menjadi arsitektur, teknis, dan operasional. Kendala struktural meliputi koordinasi dengan pusat pabrik dan keterbatasan SDM. Kendala teknis terkait ketidakstabilan sistem dan kesalahan input data, sedangkan kendala operasional meliputi stockout , kerusakan barang, keterbatasan alat, dan lemahnya koordinasi internal. Upaya perbaikan dilakukan melalui penerapan FIFO, peningkatan sistem informasi, program pengendalian hama, serta penguatan komunikasi lintas divisi. Penelitian ini menunjukkan bahwa efektivitas pengelolaan persediaan masih perlu ditingkatkan melalui proyeksi permintaan yang akurat, penguatan infrastruktur teknologi, serta penerapan manajemen risiko yang komprehensif

This study aims to determine the effect of pricing, sales promotions, and stock availability on sales volume at H&G Collection. In an era of increasingly fierce business competition, companies need to manage marketing strategies effectively to maintain and increase sales. Appropriate pricing can influence product appeal to consumers, planned sales promotions can increase purchasing interest, while maintained stock availability ensures that consumer demand is met without interruption. This study used a quantitative approach with primary data sources obtained through questionnaires. The population in this study was all H&G Collection employees in the marketing, finance, and general administration divisions. The sampling technique used a saturated or census sampling method, where all members of the population were sampled. The number of respondents involved in this study was 37. The research instruments were tested for validity and reliability before being used in data collection. The data obtained were analyzed using SPSS version 19 software. The analysis methods included classical assumption tests, multiple linear regression analysis, t-tests, and F-tests to determine partial and simultaneous effects between variables. The results of the study indicate that the three independent variables, namely pricing (X₁), sales promotion (X₂), and stock availability (X₃), have a significant effect on the dependent variable, namely sales volume (Y). This proves that the right pricing strategy, effective promotions, and optimal inventory management can significantly increase sales volume. This finding implies that H&G Collection management needs to maintain and even improve the quality of the implementation of these three variables in an integrated manner to support sales growth and the company's competitiveness in the market.

This study aims to analyze the influence of brand ambassadors, sales promotions, and brand image on the purchase intention of Mie Lemonilo products in Balikpapan. The research utilizes both primary and secondary data. Primary data were collected through a questionnaire distributed to followers of the Mie Lemonilo Instagram account in Balikpapan, while secondary data were gathered from various supporting sources. The population in this study consisted of all followers of the Mie Lemonilo Instagram account in Balikpapan, with a sample size of 100 individuals. The results of the study indicate that Brand Ambassador (X1) does not significantly influence the purchase intention of Mie Lemonilo. This suggests that the impact of the brand ambassador on consumer purchasing decisions in Balikpapan is not strong enough, possibly due to insufficient engagement or connection between the brand ambassador and consumers. In contrast, Sales Promotion (X2) has a significant positive impact on the purchase intention of Mie Lemonilo. This indicates that sales promotions, such as discounts or special offers, have a substantial effect in attracting consumer interest and increasing purchase intention in Balikpapan. Meanwhile, Brand Image (X3) does not show a significant influence on the purchase intention of Mie Lemonilo. This may be due to other factors being more dominant in influencing consumers’ purchase decisions, such as product price, quality, or social factors and market trends. This study provides insights that, although brand image is important, sales promotions play a more significant role in driving purchase intention for Mie Lemonilo products in Balikpapan. Therefore, the company should focus more on promotional strategies to increase sales while continuing to consider the role of brand ambassadors and brand image in their marketing strategies.

This study aims to examine the influence of the marketing mix on the sales volume at Senyala Space coffee shop, focusing on four independent variables: product, price, place, and promotion. The research method used is quantitative with a descriptive approach. The population of the study consists of Senyala Space customers from 2020 to 2024, and the sample was selected using nonprobability sampling and Slovin’s technique to determine a representative sample size. Data was collected through surveys and interviews with customers who visited Senyala Space during the specified period. Data analysis was conducted using several statistical tests, including validity testing, reliability testing, normality testing, linearity testing, multicollinearity testing, heteroscedasticity testing, and multiple linear regression analysis. Additionally, the coefficient of determination (R²), partial test (t-test), and simultaneous test (F-test) were used to examine the effect of independent variables on the dependent variable. All analyses were performed using IBM SPSS Statistics 23. The results show that the marketing mix significantly affects the sales volume at Senyala Space. Of the four marketing mix variables analyzed, price was found to have a significant negative effect on sales volume, indicating that an increase in price tends to decrease sales volume. On the other hand, the other three variables—product, place, and promotion—have a significant positive effect on sales volume. This suggests that improvements in product quality, strategic location selection, and effective promotions can increase sales at Senyala Space. These findings provide recommendations for Senyala Space’s management to enhance their marketing strategies by considering the factors influencing customer purchasing decisions, in order to boost sales volume in the future.

This study aims to examine the influence of pricing, promotion, and service quality improvement on the sales level in the telecommunications services of PT Sinergi Inti Andalan Prima, Tbk, located in Meruya Ilir, West Jakarta. The research adopts a quantitative approach using primary data obtained through the distribution of structured questionnaires. The population in this study consists of all permanent employees of the company, totaling 35 individuals. Given the relatively small population, a saturated sampling technique was applied, making all members of the population the research sample. Data were analyzed using the Statistical Package for the Social Sciences (SPSS) version 25. The analysis process involved validity and reliability testing, classical assumption testing, and hypothesis testing through multiple linear regression analysis to determine the effect of each independent variable—pricing, promotion, and service quality improvement—on the dependent variable, sales level. The findings reveal that pricing has a significant positive effect on the sales level, indicating that appropriate and competitive pricing strategies can enhance sales performance. Similarly, service quality improvement also shows a significant positive influence on sales level, suggesting that better service delivery directly contributes to increased customer satisfaction and sales outcomes. Conversely, the study finds that promotion does not have a significant effect on sales level in this case. This may be due to promotional activities not being optimally targeted, lacking sufficient frequency, or failing to deliver persuasive messages to the intended market segment. Overall, the results highlight the importance of focusing on competitive pricing strategies and continuous improvement in service quality as key drivers of sales growth in the telecommunications sector. The study recommends that PT Sinergi Inti Andalan Prima, Tbk prioritize these two aspects while reevaluating its promotional strategies to ensure better alignment with customer needs and market conditions.

This study aims to analyze the influence of Product Quality, Price, Sales Promotion, and Advertising on consumer purchasing decisions on the Bukalapak online store platform. This study used a quantitative approach with descriptive methods, aiming to illustrate the relationships between variables based on empirical data. Primary data were obtained by distributing questionnaires to 120 respondents who were active Bukalapak users in the West Medan District. The data analysis technique used was multiple linear regression with the aid of SPSS software to determine the effect of each independent variable on the dependent variable. The analysis results indicate that, partially, the variables Product Quality, Sales Promotion, and Advertising have a positive and significant influence on purchasing decisions. This means that the higher the product quality, the more effective the promotion, and the more attractive the advertisement, the greater the likelihood of consumers making a purchase. Conversely, the variable Price showed a negative and significant influence, indicating that inappropriate pricing can reduce purchase intention. Simultaneously, all four variables have a significant influence on purchasing decisions. The Adjusted R Square value of 70.4% indicates that this research model is able to explain 70.4% of the variation in purchasing decisions, while the dependent variable is influenced by factors outside the model. This study recommends that Bukalapak continue to improve product quality, develop competitive pricing strategies, strengthen promotions, and create creative advertising. Further research is recommended to consider additional variables such as product reviews, brand image, and service quality to enrich the analysis.

Penelitian ini bertujuan untuk menganalisis pengaruh price discount dan bonus pack terhadap perilaku impulse buying pada konsumen Distro Rock Line di Kota Medan. Latar belakang penelitian ini didasari oleh ketatnya persaingan industri ritel yang mendorong pelaku usaha untuk menerapkan strategi promosi yang efektif, seperti pemberian diskon harga dan paket bonus. Penelitian ini menggunakan metode kuantitatif asosiatif dengan pendekatan survei. Sampel penelitian berjumlah 96 responden yang dipilih melalui teknik accidental sampling. Pengumpulan data dilakukan menggunakan kuesioner dan dianalisis dengan uji validitas, reliabilitas, asumsi klasik, regresi linier berganda, serta uji hipotesis (uji t dan uji F). Hasil penelitian menunjukkan bahwa secara parsial, price discount dan bonus pack masing-masing berpengaruh positif dan signifikan terhadap impulse buying. Secara simultan, kedua variabel juga menunjukkan pengaruh signifikan terhadap impulse buying. Price Discount (X1) berpengaruh terhadap Impulse Buying. Ditunjukan dari hasil uji t, diperoleh thitung sebesar 2.169 dengan taraf signifikansi 0,033 lebih kecil dari 0,05 (0,033 < 0,05), dengan demikian H1 diterima dan H0 ditolak, yang berarti Price Discount berpengaruh terhadap Impulse Buying. Bonus Pack (X2) berpengaruh terhadap Impulse Buying. Ditunjukan dari hasil uji t, diperoleh thitung sebesar 2.541 dengan nilai signifikansi 0,013 lebih kecil dari 0,05 (0,013 < 0,05), dengan demikian H0 diterima dan H1 ditolak. Yang artinya Bonus Pack berpengaruh terhadap Impulse Buying. Hal ini membuktikan bahwa strategi price discount dan bonus pack dapat meningkatkan dorongan konsumen untuk melakukan pembelian secara impulsif. Temuan ini memberikan implikasi bagi pelaku usaha, khususnya Distro Rock Line, dalam merancang strategi promosi yang efektif untuk meningkatkan penjualan.

The business product discussed by the author is coconut chips. Coconut chips are products made from white, crispy and sweet coconut flesh and have a distinctive coconut smell. In general, this product is made from coconuts aged 7-8 months, consumed as snacks or dried foods. The purpose of making coconut chips is to be an alternative for the community as a snack product that has high nutritional value. In addition, it can increase the utilization of young coconuts and can be an alternative business opportunity so as to create new jobs. The stages used in the implementation of the coconut chip business program include preparation, market research and product formulation, as well as marketing strategies.

This research aims to analyze the influence of using social media as a promotional strategy on increasing sales at PT. Destini Marine Safety. Along with the development of digital technology, social media has become an effective promotional tool for companies in expanding market reach and increasing interaction with consumers. The research method used is a quantitative method with a descriptive approach. Data was collected through interviews and observations of the company's promotional activities on social media. The research results show that the use of social media as a promotional strategy has a significant effect on increasing sales. Platforms like Instagram help companies disseminate product information, build relationships with customers, and increase customer loyalty. With increased interaction and exposure through social media, PT. Destini Marine Safety experienced positive sales growth. This research recommends optimizing the use of creative and interactive content to increase the effectiveness of promotions on social media.

Diskon merupakan salah satu strategi yang sering digunakan oleh perusahaan untuk meningkatkan penjualan dan memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengidentifikasi pengaruh diskon terhadap keputusan pembelian konsumen di restoran cepat saji McDonald's. Pelaksanaan penelitian ini bukan hanya untuk mengetahui peran Diskon terhadap keputusan pembelian produk McDonald’s namun juga untuk mengetahui peranan Promosi terhadap keputusan pembelian produk McDonald’s. Promosi merupakan salah satu elemen penting dalam bauran pemasaran yang dapat memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengidentifikasi pengaruh promosi terhadap keputusan pembelian konsumen di restoran cepat saji McDonald's. Penelitian ini dilakukan dengan mendapatkan sejumlah 100 responden yang telah mengisi kuisoner secara online yang kemudian akan dianalisis dengan metode kuantitatif agar dapat menghasilkan hasil menyeluruh mengenai peranan dua variabel yaitu Diskon dan Promosi terhadap keputusan pembelian produk McDonald’s.