INSTAGRAM SOCIAL MEDIA MARKETING AND QRIS PAYMENT USE AS PREDICTORS OF PERCEIVED SALES IMPROVEMENT: EVIDENCE FROM PEMPEK SENTOSA JAKABARING, INDONESIA

Dini Rahmawati; Erdiansyah Erdiansyah; Mohammad Nur Arriyanto

doi:10.61397/mfc.v4i2.592

Authors

Dini Rahmawati Universitas PGRI Palembang
Erdiansyah Erdiansyah Universitas PGRI Palembang
Mohammad Nur Arriyanto Universitas PGRI Palembang

DOI:

https://doi.org/10.61397/mfc.v4i2.592

Keywords:

Instagram marketing; QRIS; digital payments; perceived sales improvement; MSMEs; Indonesia

Abstract

Digital promotion and cashless payment infrastructure are increasingly relevant to the competitiveness of micro, small, and medium-sized enterprises (MSMEs). This study examines the associations of Instagram social media use and the Quick Response Code Indonesian Standard (QRIS) payment system with consumers’ perceptions of sales improvement at Pempek Sentosa Jakabaring, a culinary MSME in the Palembang area of Indonesia. A quantitative, cross-sectional survey was conducted among 76 purposively selected customers. Data were collected using a structured questionnaire comprising 12 indicators of social media use, 10 indicators of QRIS use, and 10 indicators of perceived sales improvement. Multiple linear regression was applied. The reported model indicates positive associations between Instagram use and perceived sales improvement (B = 0.357, β = 0.535, t = 7.022, p < .001) and between QRIS use and perceived sales improvement (B = 0.441, β = 0.436, t = 5.716, p < .001). The overall regression model was statistically significant, F(2, 73) = 216.377, p < .001, with R² = .856. These results suggest that respondents who reported more favourable assessments of Instagram marketing and QRIS use also tended to report stronger perceived sales improvement. However, because the outcome was measured through customer questionnaires rather than audited sales records, the findings do not establish an increase in actual revenue or sales volume. The cross-sectional, single-business design also limits causal interpretation and generalisability. The study contributes context-specific evidence on the complementary roles of digital promotion and payment convenience in a local culinary MSME.

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