The Effect of using Social Media Promotions and its Correlation with Consumer Purchasing Power

Eddy Soeryanto Soegoto (), Adhira Damarsaputra, Ipay Azmiatu Rahman, Iftah Sapari Ridwanulloh and Husnul Khotimah
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Eddy Soeryanto Soegoto: Universitas Komputer Indonesia, Faculty of Economic and Business
Adhira Damarsaputra: Universitas Komputer Indonesia, Faculty of Economic and Business
Ipay Azmiatu Rahman: Universitas Komputer Indonesia, Faculty of Economic and Business
Iftah Sapari Ridwanulloh: Universitas Komputer Indonesia, Faculty of Economic and Business
Husnul Khotimah: Universitas Komputer Indonesia, Faculty of Economic and Business

A chapter in Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024), 2024, pp 207-223 from Springer

Abstract: Abstract This study investigates the impact of social media promotions on consumer purchasing power, specifically focusing on the influence of promotional strategies on consumer behaviour. The research adopts a quantitative methodology, exclusively utilizing statistical analysis of survey data to examine the correlation between social media promotions, management, and consumer purchasing power. A random sampling technique was employed to select 33 respondents, chosen randomly without considering population strata. Primary data was collected through questionnaires distributed to the respondents. Hypothesis testing was conducted using multiple linear regression analysis with the SPSS Version 26.0 software. Results indicate a significant correlation between social media promotions and consumer purchasing power. The quantitative data reveal patterns in purchasing behaviour influenced by promotional content, while qualitative insights are excluded in this approach. The discussion section explores the multifaceted impact of social media promotions on consumer decision-making processes and brand loyalty, emphasizing the effectiveness of various promotional strategies and the interplay between social media dynamics and consumer purchasing power. In conclusion, the study advocates for the strategic use of social media promotions to influence consumer purchasing power, with key terms including social media promotions, consumer purchasing power, and marketing impact.

Keywords: Social Media Promotions; Consumer Purchasing Power; Marketing Impact (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-465-5_17

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