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

This study examines how digital marketing and pricing strategies affect the sales volume of Ultra Glue products in Java, Indonesia. Using a quantitative approach, data were collected from 50 respondents via surveys. Multiple regression analysis revealed that digital promotion significantly impacts sales, consistent with evidence highlighting its role in stimulating consumer demand and purchase intention. Price also positively influences sales, although its effect is more nuanced, reflecting interactions with product quality, strategy, and consumer perceptions. The findings underscore the importance of an integrated marketing strategy that balances digital promotion, competitive pricing, and quality to maximize sales. Furthermore, the study identifies the role of external factors such as brand loyalty and market competition in shaping consumer behavior. Recommendations include innovative digital campaigns, maintaining product quality, and incorporating broader social and demographic considerations to enhance inclusivity and effectiveness in marketing. The study calls for future research using larger, segmented samples and mixed-method approaches to capture nuanced consumer behavior in diverse socio-economic contexts.