Pratiwi, Jannet Angeline (2029) Pemasaran Tummy Yogurt Bar (Snack Bar) Menggunakan Digital Marketing Pada PT. Heavenly Nutrition Indonesia. Diploma thesis, UPN Veteran Jawa Timur.
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Abstract
Digital transformation has revolutionized the way companies market their products, including within the healthy food industry such as snack bars. This study aims to identify and analyze the forms of digital marketing implemented by PT. Heavenly Nutrition Indonesia for its product Tummy Yogurt Bar, as well as to measure their influence on sales volume and the challenges encountered during implementation. The research employs a quantitative approach using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) analysis technique. The study population consists of consumers who have seen and purchased Tummy Yogurt Bar products through digital channels, with a total of 95 respondents selected using purposive sampling. The independent variables tested include Search Engine Optimization (SEO), Social Media Marketing (SMM), Content Marketing, and Influencer Marketing, while the dependent variable is sales volume. The analysis results show that two forms of digital marketing—Search Engine Optimization (SEO) and Influencer Marketing—do not have a significant effect on sales volume. In contrast, the other two—Social Media Marketing (SMM) and Content Marketing—have a significant effect on the sales volume of Tummy Yogurt Bar products at PT. Heavenly Nutrition Indonesia. This study emphasizes the importance of consistency and integration among digital marketing strategies to maintain sales stability and strengthen brand image. Recommendations include increasing the frequency of promotional content, optimizing collaborations with macro-influencers, and utilizing interactive features on social media to expand market reach.
| Item Type: | Thesis (Diploma) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Angeline Jannet Pratiwi | ||||||||||||
| Date Deposited: | 20 Jan 2026 07:40 | ||||||||||||
| Last Modified: | 28 Apr 2026 07:20 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/48896 |
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