The Influence of Content Marketing, Social Media Marketing, and Influencer Marketing on Snack MSME Sales on Instagram Social Media (A Case Study of MSMEs in Medan City)
Keywords:
Content Marketing, Social Media Marketing, Influencer Marketing, Sales, Snack MSMEs, InstagramAbstract
The development of snack MSMEs in Medan City is growing rapidly, increasing business competition and requiring business actors to implement effective marketing strategies. Based on observation results, snack sales still experience fluctuations and even year-on-year declines, which can hinder business sustainability and growth. On the other hand, the utilization of Instagram as a marketing medium is not yet optimal, particularly in implementing engaging and consistent content marketing, targeted and interactive social media marketing, and influencer marketing aligned with the target consumers. Therefore, the implementation of these three marketing strategies needs attention to enhance product appeal, expand market reach, and drive sales growth. This study employs a quantitative approach with 96 snack MSME respondents in Medan City. Data were collected through questionnaires and analyzed using multiple linear regression, classical assumption tests, and hypothesis testing to determine the influence of content marketing, social media marketing, and influencer marketing on sales. This study concludes that content marketing, social media marketing, and influencer marketing have a significant effect, both partially and simultaneously, on snack MSME sales via Instagram. Business actors are advised to optimize engaging and consistent content, increase interaction through Instagram features, and select influencers aligned with their target market. Future researchers can incorporate other variables, such as price, product quality, brand awareness, and online customer reviews.
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