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

Mochamad Salva Putra Effendi; Leonard Adrie  Manafe; Dodit Cahyo  Nugroho

doi:10.55942/pssj.v5i4.438

Authors

Mochamad Salva Putra Effendi Sekolah Tinggi Ilmu Ekonomi Mahardhika
Leonard Adrie Manafe Sekolah Tinggi Ilmu Ekonomi Mahardhika https://orcid.org/0000-0003-3045-6810
Dodit Cahyo Nugroho Sekolah Tinggi Ilmu Ekonomi Mahardhika

DOI:

https://doi.org/10.55942/pssj.v5i4.438

Keywords:

Digital Promotion, Price Strategy, Sales Volume, Consumer Behavior, Marketing Strategy

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.

Author Biographies

Mochamad Salva Putra Effendi, Sekolah Tinggi Ilmu Ekonomi Mahardhika

Mochamad Salva Putra Effendi is currently a student in the Management Study Programme at Sekolah Tinggi Ilmu Ekonomi Mahardhika, Surabaya. His academic interests center on business law, fiscal and monetary policy, and organizational management practices in the Indonesian context. He has contributed to several academic projects and coursework focusing on legal and economic aspects of business management, demonstrating an emerging research interest in the intersection of regulatory frameworks and corporate strategy.

Leonard Adrie Manafe, Sekolah Tinggi Ilmu Ekonomi Mahardhika

Leonard Adrie Manafe, SE, MM is a lecturer in the Management Study Programme at Sekolah Tinggi Ilmu Ekonomi Mahardhika, Surabaya, Indonesia. His teaching and research expertise lie in human resource management, organizational behavior, and quality management systems. He has published empirical studies examining the effects of compensation, job stress, and work environment on employee satisfaction, reflecting his commitment to addressing contemporary challenges in workplace management. He is actively involved in supervising undergraduate research and fostering student engagement with evidence-based managerial practices.

Dodit Cahyo Nugroho, Sekolah Tinggi Ilmu Ekonomi Mahardhika

Dodit Cahyo Nugroho, SE, MM is a faculty member of the Management Study Programme at Sekolah Tinggi Ilmu Ekonomi Mahardhika, Surabaya. His academic focus includes organizational behavior, marketing management, and the implementation of quality systems in corporate settings. He has co-authored peer-reviewed research on employee job satisfaction and workplace conditions, contributing to the discourse on improving organizational performance through human-centered approaches. He is dedicated to integrating research findings into his teaching to enhance student understanding of real-world management dynamics.

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