Research Article
The Effectiveness of Digital Marketing At Lilio Coffee Garden
@INPROCEEDINGS{10.4108/eai.17-12-2022.2333330, author={Dwi Septi Haryani and Selvi Fauzar and Aulia Yolanda and Masyitah As Sahara and Anggia Sekar Putri}, title={The Effectiveness of Digital Marketing At Lilio Coffee Garden}, proceedings={Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICEMBA}, year={2023}, month={6}, keywords={covid-19; digital marketin; aida}, doi={10.4108/eai.17-12-2022.2333330} }- Dwi Septi Haryani
Selvi Fauzar
Aulia Yolanda
Masyitah As Sahara
Anggia Sekar Putri
Year: 2023
The Effectiveness of Digital Marketing At Lilio Coffee Garden
ICEMBA
EAI
DOI: 10.4108/eai.17-12-2022.2333330
Abstract
The impact of the Covid-19 pandemic has been not only on the manufacturing sector but also on the MSME sector since April 2020. Covid-19 has comprehensively affected aspects of life, including MSME actors. Digital Marketing is one way that can be used by MSME players who experience losses due to a decrease in income. This research was carried out to help MSMEs Lilio Coffee Garden in the new normal era by seeing the extent of the effectiveness of Digital Marketing through the Instagram application. This research uses a quantitative method approach, data collection using questionnaires and data processing using SPSS 26.1. Quantitative methods are implemented to measure the strength of advertising through the AIDA model. The questionnaire was conducted on Lilio's Instagram followers (@lilio.idn) with 1,650 populations. A sample of 95 respondents using the Slovin Formula with a tolerance limit of 10% was carried out to strengthen the quantitative findings. The results of the descriptive analysis of the AIDA model show that Instagram digital marketing has a good impact on consumer interest, encouraging them to make purchase decisions and visit.
