The Influence Of Product Visuals And Digital Branding On Sales Growth In The Batik Pancor Emas Micro, Small, And Medium Enterprise

Abstract

The shift of marketing activities toward digital platforms requires Micro, Small, and Medium Enterprises (MSMEs) to strengthen their product presentation while building a consistent brand identity in order to compete in an increasingly crowded online market. This study was designed to measure the extent to which product visuals and digital branding affect sales growth in the Batik Pancor Emas MSME, examining both their individual (partial) and combined (simultaneous) effects. An associative quantitative approach with a purposive sampling design was applied; from a population of 115 consumers who made offline transactions between July and December 2025, 89 respondents were obtained using the Slovin formula (5% margin of error). Data were collected through a five-point Likert-scale questionnaire and analyzed using multiple linear regression with SPSS after passing validity, reliability, and classical assumption tests. The findings show that product visuals have a positive and significant effect on sales growth (t = 4.195; Sig. = 0.000), digital branding also has a positive and significant effect (t = 3.878; Sig. = 0.000), and when combined, the two variables simultaneously have a significant effect (F = 75.618; Sig. = 0.000), contributing 63.7% to the variation in sales growth. In conclusion, the quality of batik product visual presentation and the consistency of digital brand management need to be implemented together, as both are proven to be real drivers of sales growth in culture-based MSMEs.