PENGARUH DIGITAL ADVERTISEMENT, CONTENT PILLAR, DAN PRICING STRATEGY TERHADAP SALES PERFORMANCE RESTORAN PREMIUM
DOI:
https://doi.org/10.22437/jmk.v15i02.58406Abstract
Abstrak
Persaingan pada industri restoran premium menuntut perusahaan menerapkan strategi pemasaran yang mampu meningkatkan penjualan secara efektif. Restoran XYZ telah memanfaatkan iklan digital, pengelolaan konten media sosial, dan strategi harga, namun pencapaian penjualannya masih berada di bawah target perusahaan. Penelitian ini bertujuan menganalisis pengaruh digital advertisement, content pillar, dan pricing strategy terhadap sales performance Restoran XYZ. Penelitian menggunakan pendekatan kuantitatif dengan memanfaatkan data operasional mingguan selama April hingga November 2025 sebanyak 40 observasi. Analisis dilakukan menggunakan statistik deskriptif, analisis tren, dan regresi linear berganda. Hasil penelitian menunjukkan bahwa digital advertisement dan pricing strategy berpengaruh positif dan signifikan terhadap sales performance, sedangkan content pillar menunjukkan pengaruh positif tetapi belum signifikan. Temuan tersebut mengindikasikan bahwa strategi pemasaran yang berorientasi langsung pada keputusan pembelian memberikan kontribusi yang lebih besar terhadap peningkatan penjualan dibandingkan pengelolaan konten media sosial.
Kata kunci: content pillar, digital advertisement, pricing strategy, sales performance
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