Analysis of referral marketing implementation in increasing online sales

This study aims to examine the implementation of referral marketing in increasing online sales in a social-media-based online retail business. A qualitative approach was employed to gain an in-depth understanding of how referral marketing operates in practice and how it contributes to sales growth. Data were collected through observation, in-depth interviews, and documentation, involving five informants selected through purposive sampling. The data were analyzed using the interactive model of Mi