The Effect of Website and Instagram Utilization on the Effectiveness of Marketing Products of Cafe Teras Waru Bumdesma Tanjunganom, Nganjuk

Arif Minatin; Fedianty Augustinah; Andry Herawati; Galuh Ajeng Ayuningtyas

doi:10.55927/ijis.v4i7.441

Authors

Arif Minatin Faculty of Administrative Sciences Dr. Soetomo University Surabaya
Fedianty Augustinah Faculty of Administrative Sciences Dr. Soetomo University Surabaya
Andry Herawati Faculty of Administrative Sciences Dr. Soetomo University Surabaya
Galuh Ajeng Ayuningtyas Faculty of Administrative Sciences Dr. Soetomo University Surabaya

DOI:

https://doi.org/10.55927/ijis.v4i7.441

Keywords:

Marketing Product, Website, Instagram, Bumdesma, Café Teras Waru

Abstract

The development of information technology, especially in the digital realm, has created significant changes in marketing strategies, including in the village business sector. The main purpose of this study is to analyze the impact of the use of the website and Instagram platform on the marketing effectiveness of Cafe Teras Waru products managed by Bumdesma Mulia Mandiri in Tanjunganom District, Nganjuk Regency. Website and Instagram were chosen as the main variables because both are considered to have the ability to reach consumers widely and efficiently, especially in increasing brand awareness, buying interest, customer loyalty, and overall marketing performance. A quantitative approach with a descriptive design was applied in this study. Data was collected by distributing questionnaires to 96 regular visitors of Cafe Teras Waru, then analyzed using multiple linear regression methods processed with the help of SPSS software. The results show that the use of websites and Instagram has a strong positive effect, either separately or simultaneously, on the effectiveness of product marketing. Websites have proven to have a more dominant influence than Instagram in increasing marketing. These findings confirm the importance of technology-based digital marketing strategies in increasing the competitiveness of local businesses

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