Analisis Strategi Pemasaran Online dan Kualitas Pelayanan Serta Dampaknya pada Penjualan Kosmetik Pasca Pandemi di Toko Abigail Kabupaten Sintang

Mega Nanda Sapitri; Meilanta Rantina

doi:10.59725/de.v33i1.444

Authors

Mega Nanda Sapitri Universitas Terbuka
Meilanta Rantina Universitas Muhammadiyah Cileungsi

DOI:

https://doi.org/10.59725/de.v33i1.444

Keywords:

Cosmetics sales, Online Marketing, Post-Pandemic, Service Quality, Social Media

Abstract

This research aims to discuss online marketing strategies and service quality as well as their impact on post-pandemic cosmetic sales at the Abigail Shop, Sintang Regency. This study applies a qualitative-descriptive approach. Data collection was carried out through interviews, observation and analysis of various documents. Subjects consist of business owners, employees and customers. The validity of the data was tested through Technical Triangulation. Research findings show that Abigail Store's use of Instagram as a digital marketing tool is effective in increasing market reach and attracting customer interest with various creative content, including photos, videos, promotions and testimonials from customers. Apart from that, the direct message and WhatsApp features function to facilitate communication and transactions between sellers and buyers. This research also confirms that high service quality is directly related to customer satisfaction which then results in the frequency of repeat purchases. The increase in sales of Toko Abigail's cosmetic products after the pandemic can be attributed to an effective combination of digital marketing strategies and consistent, high-quality service standards. This study aims to be a reference for business owners in optimizing marketing methods through digital media, while maintaining service quality amidst the rapid development of information technology.

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