Pengaruh Bahasa Iklan Media Sosial Terhadap Peningkatan Penjualan Di Kota Padang

  • Ihsan Saunir Optometri, Akademi Refraksi Optisi YLPTK
  • Khairalfi Jumanisa Amril Optometri, Akademi Refraksi Optisi YLPTK
  • Amril Amir Universitas Negeri Padang
DOI: https://doi.org/10.47233/jppie.v4i2.2191
Keywords: Advertising Language, Social Media, Sales, Optical

Abstract

This study aims to determine the influence of social media advertising language on sales improvement at Optik Jaya and Dian Optikal in Padang City. The background of this research is based on the phenomenon that many optical business owners have utilized social media as a promotional tool, but have not yet optimized the use of persuasive and emotional advertising language. This research uses a quantitative method with a survey approach. The sample consists of 100 respondents who are customers or social media followers of the two optical stores. Data were collected using a closed-ended questionnaire with a Likert scale and analyzed using simple linear regression. The results show that social media advertising language has a significant influence on sales improvement, with an R² value of 0.534. This means that 53.4% of the variation in sales increase is influenced by advertising language, while the remaining 46.6% is influenced by other factors. The findings indicate that using advertising language that is attractive, emotional, and culturally relevant can increase consumer interest and buying actions.

Downloads

Download data is not yet available.

References

[1] Ashley, C., & Tuten, T. (2015). “Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement.” Psychology & Marketing, 32(1), 15–27.
[2] Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing (8th ed.). Pearson Education Limited.
[3] Cook, G. (2020). The Discourse of Advertising. Routledge.
[4] Fill, C., & Turnbull, S. (2022). Effectiveness of advertising language in purchase decisions. (8th ed.). Pearson.
[5] Goddard, A. (2021). The Language of Advertising: Written Texts. Routledge.
[6] Kaplan, A. M., & Haenlein, M. (2022). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons.
[7] Kaur, H., & Arora, R. (2023). Emotional Language and Social Media Advertising Effectiveness. Journal of Marketing Communications, 29(1), 45–60.
[8] Kotler, P. & Keller, K.L. (2021). Manajemen Pemasaran. Jakarta: Erlangga
[9] Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (2022). Neuromarketing: How Brain Science Is Reinventing Marketing. Journal of Consumer Psychology, 32(2), 145–160.
[10] Pulizzi, J. (2022). Epic Content Marketing. McGraw-Hill.
[11] Ryan, D. (2022). Understanding Digital Marketing. Kogan Page.
[12] Schiffman, L. G., & Wisenblit, J. L. (2019). Consumer behavior (12th ed.). Pearson Education.
[13] Statista. (2023). Social Commerce – Global Report.
[14] Sugiyono. (2011). Statistika untuk Penelitian. Bandung: Alfabeta.
[15] Tuten, T. L., & Solomon, M. R. (2023). Social Media Marketing (4th ed.). SAGE Publications.
Published
2025-07-22
How to Cite
Saunir, I., Amril, K. J., & Amir, A. (2025). Pengaruh Bahasa Iklan Media Sosial Terhadap Peningkatan Penjualan Di Kota Padang. Jurnal Penelitian Dan Pengkajian Ilmiah Eksakta, 4(2), 161-165. https://doi.org/10.47233/jppie.v4i2.2191
Issue
Vol 4 No 2 (2025): Jurnal Hasi Penelitian Dan Pengkajian Ilmiah Eksakta - JPPIE
Section
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under an Attribution 4.0 International (CC BY 4.0) that allows others to share — copy and redistribute the material in any medium or format and adapt — remix, transform, and build upon the material for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in this journal.