PENGARUH PENGGUNAAN KONTEN MEDIA SOSIAL TERHADAP PENINGKATAN VOLUME PENJUALAN KERAJINAN TANGAN BERBAHAN ROTAN DI INDANG APANG GALERI PALANGKA RAYA
The Effect of the Use of Social Media Content on the Increase in Sales Volume of Rattan Handicraft Products at Indang Apang Palangka Raya Gallery
DOI:
https://doi.org/10.59896/gara.v19i2.266Keywords:
Social Media Content, Sales VolumeAbstract
Rattan handicrafts have promising prospects in both local and international markets due to the trend of eco-friendly products. Social media plays an important role in promotion, but it is still not fully utilized by many business actors. Indang Apang Galeri, an MSME in Palangka Raya with 18.8 thousand followers on Instagram, experienced a decline in sales due to a lack of promotion on social media. This study aims to measure the influence of social media content on increasing the sales volume of rattan products. The method used was quantitative with respondents who were Instagram followers of Indang Apang Galeri who had bought their products. Data were collected through observation, interviews, questionnaires, and documentation, and analyzed using simple linear regression and T-test with the help of SPSS version 30. The results show that social media content contributes 68.6% to the increase in sales, with the rest being influenced by other factors. The tcal value of 10.960 > ttable 2.004 and the significance of 0.001 < 0.05 indicate a positive and significant relationship between social media content and sales volume
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