Pengaruh Promosi di Media Sosial Terhadap Penjualan di Optik Spexsymbol Jakarta Tahun 2025

Abstract

The Fourth Industrial Revolution has driven a major transformation in how businesses market their products, including in the optical industry. Social media has now become a primary platform for promotional strategies, especially in Indonesia, which has over 139 million active users.
This study aims to examine the influence of social media promotion, particularly on Instagram, on the increase in sales at optik Spexsymbol in West Jakarta. The specific objectives are to analyze the relationship between promotion frequency and sales growth, as well as to measure the impact of promotional strategies on the sales volume of soft lens products. The research method used is quantitative with a correlational approach. Data were collected through questionnaires distributed to 100 respondents who are customers of optic Spexsymbol. Data analysis was conducted using simple linear regression.
The results show that social media promotion has a significant effect on sales growth, with a significance value of 0.000 (p < 0.05) and a regression coefficient of 0.820. The R Square value of 0.372 indicates that 37.2% of the variation in sales can be explained by social media promotion. Intensive and creative promotional efforts not only increase transactions but also build customer loyalty and strengthen brand image. Promotional frequency was proven to encourage repeat purchases and customer referrals, while discount and bundling strategies significantly increased the sales volume of soft lens products.
Thus, digital promotion has proven to be an effective strategic tool in enhancing the competitiveness and sales performance of optic Spexsymbol amidst intense market competition.