Track: Modeling and Simulation

Abstract

The Covid-19 pandemic has forced many business units to shift some of their activities to online media, including marketing activities that have shifted massively to online marketing. Entrepreneurs do various ways so that their online marketing can effectively increase their business sales. For this reason, this research was conducted to obtain empirical evidence from various customer engagement activities in social media to significantly improve the sales performance of business units. This study uses a quantitative approach to the research object, customer engagement, and sales performance. The research subject is a culinary business with Oshin Brand. Action research was chosen as a research strategy to achieve research objectives. Research participants consist of owners as researchers and consumers as respondents who will assess the action research results carried out data analysis using descriptive analysis and verification analysis using SPSS20. The online questionnaire as a research instrument was distributed randomly to one hundred consumers as respondents. Based on the one action research cycle has done for eight months, it was found that customer engagement built with awareness, enthusiasm, interaction, activity, and exceptional experience significantly impacted sales performance. These empirical findings can provide insight to the culinary entrepreneurs about "how-to" optimize the social media online marketing through customer engagement to improve sales performance.