Rudiansyah, Rudiansyah (2024) Pengaruh Pemasaran Digital Berbasis Media Sosial Terhadap Efektivitas Penjualan Dan Jangkauan Pasar Ar Snakehead Fish Di Kotawaringin Barat, Indonesia. Undergraduate thesis, Fakultas Teknologi Informasi Universitas Merdeka Malang.

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Abstract

This research evaluates the impact of social media-based digital marketing on the sales effectiveness and market reach of AR SnakeHead Fish in Kotawaringin Barat, Indonesia. The study utilizes a quantitative approach, collecting data through observation, interviews, and questionnaires from active and prospective consumers in Central Kalimantan. Results indicate a significant impact of digital marketing on sales effectiveness and market reach, with TikTok being the most effective platform, followed by Instagram and Facebook. The regression analysis reveals that user interaction and posting frequency significantly influence sales effectiveness and market reach. This study concludes that digital marketing strategies, particularly on TikTok, are effective in enhancing sales and expanding market reach for AR SnakeHead Fish. Practical suggestions include increasing posting frequency and strengthening user interaction on social media

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