An analysis of digital marketing and price sensitivity in driving sales: A case study of Ultra Glue

Mochamad Salva Putra Effendi (), Leonard Adrie Manafe () and Dodit Cahyo Nugroho ()
Additional contact information
Mochamad Salva Putra Effendi: Sekolah Tinggi Ilmu Ekonomi Mahardhika
Leonard Adrie Manafe: Sekolah Tinggi Ilmu Ekonomi Mahardhika
Dodit Cahyo Nugroho: Sekolah Tinggi Ilmu Ekonomi Mahardhika

Priviet Social Sciences Journal, 2025, vol. 5, issue 4, 52-63

Abstract: This study examines the role of digital advertising and price in the sales volume of Ultra Glue products in Java, Indonesia. A quantitative approach was applied and data were collected from 50 respondents through a survey. This study evaluates the impact of promotion, price, and sales using multiple regression analysis. The results show that promotion, especially through digital marketing, has a significant impact on sales, which is in line with the literature that recognizes promotional activities as vital in stimulating consumer demand and purchase intention. On the other hand, the impact of price on sales, although positive, is more complex because it is influenced by product quality, overall strategy, and other marketing elements. This study emphasizes the importance of integrated marketing, in which digital promotions are effective, prices are competitive, and products are of good quality to maximize sales. This study also highlights external variables, such as brand loyalty and market competition, to understand consumer behavior in greater depth. We recommend using a blended approach to enrich our understanding of the consumer decision-making process.

Keywords: Digital Promotion; Price Strategy; Sales Volume; Consumer Behavior; Marketing Strategy (search for similar items in EconPapers)
Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journal.privietlab.org/download.php?id=9897 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prv:pssjpv:438

Ordering information: This journal article can be ordered from
https://journal.priv ... SSJ/article/view/438

DOI: 10.55942/pssj.v5i4.438

Access Statistics for this article

More articles in Priviet Social Sciences Journal from Privietlab Research Center
Bibliographic data for series maintained by Mochammad Fahlevi ().