Eskalasi Volume Penjualan Yang Dipengaruhi Instagram Dan Kepercayaan Customer Jasa Kebersihan Pada PT Cita Indonesia Bersih
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Abstract
This study analyzes the influence of Instagram marketing and customer trust on sales volume at PT Cita Indonesia Bersih (Cleansheet). The unique characteristics of cleaning services, which involve access to private spaces, make trust a primary barrier; thus, a visual portfolio via Instagram is essential to reassure consumers. This study aims to examine the impact of these two variables, both individually and collectively. The research method used is quantitative, distributing questionnaires to 50 Customerts through a total sampling technique saturated sampling across all active customers during the 2022–2025 period. Data analysis was tested using the Partial Least Square Structural Equation Modeling (PLS-SEM) approach with the assistance of SmartPLS 4 software. The results show that Instagram marketing and customer trust are proven to have a positive and significant partial effect on sales volume. The coefficient of determination (R2) value ofndicates that the combination of Instagram marketing and customer trust can explain of the variation in sales volume, while the remaining explained by other factors outside the model. The study concludes that the synergy between creative visual promotion on Instagram and the reinforcement of on-field service credibility is the main key to sustainably boosting sales transactions.
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References
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