The Impact of Social Media-Based Digital Marketing on Increasing Sales for Silk Sarong Businesses in Wajo Regency

Abstract

This study aims to analyze the impact of social media-based digital marketing on the sales of silk sarong businesses in Wajo Regency, South Sulawesi. A quantitative approach utilizing a survey method was employed. The study population consisted of 120 active silk sarong business owners; a sample of 55 respondents was determined using Slovin's formula (with a 10% margin of error) and selected via purposive sampling. Data were collected using a five-point Likert-scale questionnaire and analyzed using tests of validity and reliability, classical assumptions, simple linear regression, the coefficient of determination, and the t-test. The results indicate that digital marketing via social media has a positive and significant effect on sales of silk sarong businesses, with a regression coefficient of 0.659 and a t-value of 8.703 (p < 0.001). The coefficient of determination (R²) of 0.588 indicates that digital marketing explains 58.8% of the variation in sales, while the remaining 41.2% is attributable to factors outside the research model. WhatsApp was the most widely used platform among respondents, followed by TikTok, Instagram, and Facebook. These findings demonstrate that social media use can support marketing and sales of silk sarong products. Therefore, business owners need to optimize their social media usage by presenting engaging product content, maintaining responsive communication, and conducting consistent promotions to expand their market reach.