The Role of Marketing Strategy in Increasing Sales: Case Study Pempek Nabil Express Krakatau Branch
Keywords:
Digital Marketing, Marketing Strategy, Sales IncreaseAbstract
This study examines how marketing strategies increase sales at Pempek Nabil Express, Krakatau branch, an Indonesian culinary MSME in Medan, North Sumatra, highlighting the need to integrate digital and conventional approaches to strengthen brand awareness and drive revenue growth. Using a qualitative case-study design, data were gathered through semi-structured interviews with the owner, marketing staff, and customers, supported by field observations and document review. The analysis evaluates the deployment and performance of key digital channels (Instagram, TikTok, GrabFood, GoFood, ShopeeFood) alongside conventional tactics such as events, product sampling, and influencer collaborations. Findings indicate that Instagram is the most effective platform; an active follower base of over 14,300 substantially amplifies awareness and stimulates direct purchases. A grand-opening promotion offering a 50% discount triggered a sharp transaction surge and reinforced word-of-mouth diffusion. A quality-based pricing strategy, combined with periodic promotions, helps create positive value perceptions, while integration with online food- delivery marketplaces and partnerships with local influencers contribute to measurable sales growth. However, generalizability is limited by the single-branch focus, and long-term sustainability may be challenged by rising customer expectations about the price–quality trade-off and increasing demand for more frequent promotions.
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