Analysis of Digital Marketing on the BERIDAMPAK Platform to Increase Product Sales at Yayasan Ciptakarya Baik Indonesia
DOI:
https://doi.org/10.38035/sijdb.v4i2.424Keywords:
Digital Advertising, Digital Marketing, Meta Ads, Product Sales, Social MediaAbstract
Digital marketing allows social enterprises to expand market reach, yet strong online interaction does not always lead to actual purchases. This study examines the gap between advertising clicks and purchase conversion on the BERIDAMPAK platform managed by Yayasan Ciptakarya Baik Indonesia. The objectives are to analyze the implementation of digital marketing, identify barriers to sales conversion, and formulate improvement strategies. A descriptive qualitative approach was applied through observation, interviews, documentation, and analysis of sales-forecasting and audience-interaction data. The findings show that social media, digital advertising, and Meta Ads improve product exposure, audience reach, interaction, and access to product-trend information. However, sales performance remains suboptimal because product information is not sufficiently persuasive, audience targeting is inaccurate, prices do not always match perceived value, promotional displays are less attractive, and pre-order duration is too long. The novelty lies in identifying the click-to-purchase conversion gap and integrating content quality, targeting accuracy, pricing, promotional appeal, and pre-order duration as practical determinants of sales conversion.
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