Digital Promotion Strategies Drive Sales of Creative Student Products at Manado State Polytechnic

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FORMOSA NEWS

Implementing targeted digital promotional strategies successfully expands market reach and substantially increases sales volumes for student entrepreneurship products. A qualitative study conducted by researchers at Manado State Polytechnic (Politeknik Negeri Manado - Polimdo) demonstrated that consistent, social-media-based marketing is a critical driver for the sustainability of student startups under the government-backed Independent Campus Entrepreneurship Program (Wirausaha Merdeka - WMK). Published in June 2026, the evaluation monitored micro-businesses managed by students, including an innovative venture producing eccentric fashion accessories from local materials.

The Rise of Campus Entrepreneurship Amid Job Market Pressures

Fluctuating unemployment rates have prompted the Indonesian government to strengthen vocational business development through the WMK program, initiated by the Ministry of Education, Culture, Research, and Technology. The program equips university students with practical skills, mentor networks, and hands-on operational experience to build self-sustaining, competitive startups.

At Manado State Polytechnic, the 2025 WMK cohort engaged 321 students across 64 distinct business groups spanning five departments: Electrical Engineering, Accounting, Business Administration, Tourism, and Mechanical Engineering. However, student entrepreneurs faced structural limitations, including a brief six-month operational window and a formal "demo day" exhibition lasting only four days.

One specialized student group under the brand "Fishion" created unique, edgy style necklaces utilizing fish tails, specifically aiming for youth demographics aged 15–24 in Manado City. Due to a lack of initial marketing resources, their early transactions remained confined to internal campus peers, resulting in modest revenue that merely recovered basic capital costs.

Methodology: Tracking Field Dynamics Through Qualitative Evidence

To isolate marketing friction points and establish realistic promotional frameworks, a research team from the Business Management Study Program at Manado State Polytechnic investigated the cohort's marketplace execution. The research team comprised Margaretha Rundengan, Lietje Lumatauw, Rolyke Tulangow, Barakati Karel Manginsihi, and Mariska Charlota Walean.

The investigators utilized a descriptive qualitative approach. Data collection involved deep structured interviews with student business owners, direct observations of buying behavior during live campus exhibitions, and administrative documentation tracking.

The academic team processed these inputs through data reduction, systematic matrix display, and conclusion verification. To guarantee empirical accuracy, the researchers applied strict data triangulation methods, cross-referencing verbal testimonies against field observation logs and sales ledgers.

Key Findings: TikTok, Instagram, and Targeted Incentives Spark Growth

The field interviews and operational audits yielded definitive insights into successful campus marketing activities:

• Dominant Digital Channels: TikTok and Instagram proved to be the most effective communication platforms. Young consumers naturally gravitate toward visual-first, trends-driven short videos when assessing unique style accessories.
• High-Impact Tactical Incentives: Introducing specific sales promotions—such as secondary purchase discounts, curated product bundling packages, viral content tie-ins, and free sample distributions at launch ceremonies—drastically shortened the consumer consideration cycle.
• Primary Operational Obstacles: The student startups struggled primarily with rigid budget ceilings, a lack of professional graphic design experience, and irregular publication schedules on corporate social media profiles.

The empirical data confirmed a direct linear correlation between structured marketing frequency and financial performance. When digital outreach dropped, consumer retention faded and transaction volumes declined immediately. Conversely, regular, engaging media publications generated predictable revenue growth and widened the brand's footprint beyond campus boundaries.

Strategic Implications and Real-World Business Recommendations

The conclusions of this study offer direct practical guidance for university business incubators and youth economic programs. The data proves that product novelty alone cannot guarantee long-term viability; the communication style must explicitly match the daily lifestyle and aspirations of the target consumer demographic.

To stabilize business growth, the researchers recommend that student entrepreneurs build continuous multi-platform digital campaigns, establish consistent brand messaging, and move beyond localized university networks. Academic institutions must support these efforts by integrating digital marketing design, communication training, and cross-departmental mentorship directly into the vocational curriculum.

"Promotional strategies play a crucial role in improving the business performance of the Independent Campus Entrepreneurship Program at Manado State Polytechnic," stated Mariska Charlota Walean, the corresponding author from Manado State Polytechnic. "Expanding through social media significantly increases the potential for increased sales, as engaging, communicative, and consumer-centered content builds a positive product image while securing consumer retention."

Author Profiles

Margaretha Rundengan is a faculty researcher at Manado State Polytechnic, specializing in entrepreneurship education, vocational business curricula, and student startup development.

Lietje Lumatauw is an academic at Manado State Polytechnic whose research focuses on micro-business management, community economic development, and retail operations.

Rolyke Tulangow is a lecturer at Manado State Polytechnic with expertise in strategic marketing management, consumer behavior analytics, and small business operations.

Barakati Karel Manginsihi is a researcher at Manado State Polytechnic focusing on business administration systems, vocational training frameworks, and MSME growth metrics.

Mariska Charlota Walean is a business management scholar at Manado State Polytechnic, specializing in digital marketing strategies, entrepreneurial performance, and incubator program optimization.

Source

Article Title: Promotional Strategies to Increase Sales of Entrepreneurial Students' Products at the Independent Campus of Manado State Polytechnic

Publication Year: 2026

DOI : https://doi.org/10.55927/ijis.v5i6.41

URL : https://journalijis.my.id/index.php/ijis/index