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THE EFFECT OF DIGITAL MARKETING AND TIKTOK SOCIAL MEDIA ON THE SALES OF BOUQUET AND FRESH FLOWER PRODUCTS AT DEKOR KAMI TEGAL

Abstract

This study aims to examine the influence of Digital Marketing and TikTok social media on the sales performance of bouquet and fresh flower products at Dekor Kami Tegal. The background of this research is based on fluctuations and a decrease in sales that occurred in 2024, which are presumed to result from the less optimal implementation of digital marketing strategies. This study applied a quantitative approach using a causal associative method. Data were gathered through questionnaires distributed to 100 respondents consisting of customers and social media users of Dekor Kami Tegal. The data analysis techniques involved validity testing, reliability testing, classical assumption tests, and multiple linear regression analysis with the assistance of SPSS version 22. The findings show that Digital Marketing has a positive and statistically significant impact on sales. Likewise, TikTok social media also demonstrates a positive and significant influence on sales. The coefficient of determination indicates that both independent variables simultaneously explain a large portion of the variance in sales. This study concludes that the effective implementation of Digital Marketing and the optimal utilization of TikTok social media can substantially improve the sales of bouquet and fresh flower products at Dekor Kami Tegal.