Electronic Theses and Dissertation

ABSTRAK
Penelitian ini bertujuan untuk mengetahui bagaimana pemanfaatan media iklan
Facebook Ads dan Instagram berkontribusi terhadap pencapaian target penjualan
pada perusahaan Joar Skincare. Penelitian ini menggunakan metode kualitatif
deskriptif dengan pendekatan studi kasus. Data dikumpulkan melalui wawancara,
observasi, dan dokumentasi terhadap tim marketing Joar Skincare yang dipilih
secara purposive. Hasil penelitian menunjukkan bahwa penggunaan Facebook Ads
dan Instagram secara strategis mampu meningkatkan jangkauan konsumen,
efektivitas promosi, serta efisiensi biaya pemasaran. Perusahaan secara aktif
menyesuaikan konten, segmentasi audiens, dan waktu penayangan iklan dengan
momen-momen penting seperti tanggal kembar dan hari besar. Strategi ini
berhasil meningkatkan metrik kinerja iklan seperti click-through rate (CTR),
return on ad spend (ROAS), dan revenue dari kampanye tertentu. Meskipun
terdapat tantangan seperti fluktuasi performa iklan dan perubahan algoritma
platform, Joar Skincare mampu mengoptimalkan anggaran iklan melalui A/B
testing dan analisis data performa kampanye. Secara keseluruhan, pemanfaatan
iklan Facebook dan Instagram terbukti memberikan dampak positif terhadap
pencapaian target penjualan perusahaan dari perspektif akuntansi manajemen.

Kata Kunci: Facebook Ads, Instagram, Iklan Digital, Penjualan, Joar Skincare.

ABSTRACT This study aims to examine how the utilization of Facebook Ads and Instagram advertising contributes to achieving sales targets at Joar Skincare. This research adopts a descriptive qualitative method with a case study approach. Data were collected through interviews, observations, and documentation involving Joar Skincare's marketing team, selected using purposive sampling. The findings show that strategic use of Facebook Ads and Instagram significantly increases consumer reach, promotional effectiveness, and marketing cost efficiency. The company actively customizes content, audience segmentation, and ad timing to align with key promotional events such as double dates and national holidays. This strategy successfully improved key advertising performance metrics, including click-through rate (CTR), return on ad spend (ROAS), and revenue from specific campaigns. Although challenges such as fluctuating ad performance and platform algorithm changes were encountered, Joar Skincare managed to optimize advertising budgets through A/B testing and campaign performance analysis. Overall, the use of Facebook and Instagram advertising positively impacts the achievement of sales targets from a managerial accounting perspective. Keywords: Facebook Ads, Instagram, Digital Advertising, Sales, Joar Skincare.