The Influence of Social Media Content Posting Frequency on Sales Volume Growth for Culinary MSMEs in Karang Anyar Village
DOI:
https://doi.org/10.58222/fw7w3961Keywords:
content posting frequency, culinary MSMEs, digital marketing, Facebook, sales volumeAbstract
Social media provides Micro, Small, and Medium Enterprises (MSMEs) with opportunities to expand their market reach through relatively low-cost digital marketing. However, the effectiveness of social media marketing is determined not only by the presence of a business account but also by the consistency of content publication. This study aims to analyze the effect of Facebook content posting frequency on the increase in sales volume of culinary MSMEs in Karang Anyar Village. A quantitative approach with an associative survey design was employed, involving culinary MSMEs that actively used Facebook as a promotional platform. Data were collected through structured questionnaires and supported by documentation of posting activities and sales records, and were subsequently analyzed using simple linear regression. The results indicate that content posting frequency has a positive and significant effect on the increase in sales volume, with a regression coefficient of β = 3.50 and a significance level of p < 0.05. The coefficient of determination (R²) of 0.43 indicates that posting frequency explains 43% of the variation in sales volume growth, while the remaining 57% is attributable to factors outside the model, including content quality, pricing strategies, product characteristics, consumer engagement, and market competition. Empirically, MSMEs that increased the consistency of their content publication experienced sales growth of approximately 15%–35%. These findings demonstrate that consistent posting is an important factor in enhancing product visibility, maintaining consumer recall, and encouraging purchase decisions. The study implies that culinary MSMEs should develop systematic content calendars and consistent publication strategies while improving content quality and consumer engagement to optimize Facebook as a digital marketing instrument.
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