Pemanfaatan Media Sosial Sebagai Strategi E-Bisnis Dalam Meningkatakan Penjualan Kopi Kenangan

Hewa Angriani Saragih, Alda Widyana, Anggi Zahara Tarigan, Khairunnisa Salsabila, Nurbaiti Nurbaiti

Abstract


This study aims to analyze the utilization of social media as an e-business strategy to increase sales at Kopi Kenangan. The research employs a descriptive qualitative method through observation, interviews, and documentation. Interviews were conducted with a staff member at the Kopi Kenangan outlet on Jalan Pancing, Medan, as well as several active consumers as primary data sources. The findings indicate that social media functions mainly as a tool for information dissemination and branding rather than a primary driver of sales. The uploaded content tends to be informative and lacks interactivity, resulting in weak consumer engagement. Consumers more frequently learn about promotions through in-store banners or the application, while purchase decisions are influenced by personal needs, strategic store location, and direct in-store experience. This study recommends optimizing interactive content, visual storytelling, and digital collaborations to enhance the effectiveness of e-business strategies.

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DOI: https://doi.org/10.36987/josdis.v6i1.8849

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Journal of Student Development Information System (JoSDIS)
Journal URL: https://jurnal.ulb.ac.id/index.php/JoSDIS/index
Journal DOI: 10.36987/josdis
E-ISSN: 2774-7948

Alamat Redaksi :
Fakultas Sains dan Teknologi, Universitas Labuhanbatu
Gedung Fakultas Sains dan Teknologi,
Jalan Sisingamangaraja No.126 A KM 3.5 Aek Tapa, Bakaran Batu, Rantau Sel., Kabupaten Labuhan Batu, Sumatera Utara 21418