Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)

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Optimizing Sales Growth for Millennial-Owned Small and Medium-Scale Businesses in Malang City: The Influence of Product Design and Copywriting Strategies

Authors
Maria Goretti Wi Endang NP1, *, Gunawan Eko Nurtjahjono1, Muhammad Cahyo Widyo Sulistyo1
1Department of Business Administration, Faculty of Administration Science, Brawijaya University, Malang, Indonesia
*Corresponding author. Email: wiendangfia@ub.ac.id
Corresponding Author
Maria Goretti Wi Endang NP
Available Online 1 August 2023.
DOI
10.2991/978-2-38476-090-9_41How to use a DOI?
Keywords
Copywriting; Design Product; Sales Increase; The Millennial Generation
Abstract

This research examines how product design and copywriting affect sales in Malang City millennial-owned enterprises. This exploratory study uses a representative sample to determine the variables’ relationships. The Goodness of Fit Model in PLS analysis showed that product design and copywriting techniques drove 71.5% of sales growth. Other factors contributed 28.5%. These data show that product design and copywriting tactics help Malang City millennial-owned enterprises boost sales. Our analysis found a p-value of 0.009 between product design and sales growth. This shows how product design and copywriting boost Malang City millennial-owned firms’ sales. Our investigation illuminates these factors’ efficacy. It emphasizes their role in sales growth, emphasizing the importance of product design and copywriting tactics for organizations. This research adds to the literature on how product design and copywriting tactics affect sales for Malang City millennial-owned enterprises. These characteristics drive sales growth and must be integrated into corporate operations to be competitive in today’s changing business climate.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
1 August 2023
ISBN
978-2-38476-090-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-090-9_41How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Maria Goretti Wi Endang NP
AU  - Gunawan Eko Nurtjahjono
AU  - Muhammad Cahyo Widyo Sulistyo
PY  - 2023
DA  - 2023/08/01
TI  - Optimizing Sales Growth for Millennial-Owned Small and Medium-Scale Businesses in Malang City: The Influence of Product Design and Copywriting Strategies
BT  - Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
PB  - Atlantis Press
SP  - 519
EP  - 526
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-090-9_41
DO  - 10.2991/978-2-38476-090-9_41
ID  - NP2023
ER  -