Key Factors Influencing Consumer Preferences and Purchasing Intentions

Oct 13, 2025 by magicalceylontours.com 96 views

The Influence of Promotion through Social Media on Consumer Preferences and Smartphone Buying Interest on Visitors to Millennium ICT Center Medan

Introduction

In today's digital era, social media has become an essential tool for businesses to promote their products and services. The Millennium ICT Center Medan, one of the largest information technology centers, has also leveraged social media platforms such as Instagram, Facebook, and Twitter to promote smartphones and other related products. This study aims to explore the impact of social media promotion on consumer preferences and smartphone buying interest among visitors to the Millennium ICT Center Medan.

The Significance of Social Media Promotion

Social media promotion has become a crucial aspect of modern marketing strategies. It allows businesses to reach a wider audience, interact directly with consumers, and create a personal connection with their target market. The Millennium ICT Center Medan has recognized the importance of social media promotion and has been actively using various platforms to promote smartphones and other related products.

Methodology

This study uses an associative descriptive research method and involves 96 visitors to the Medan Millennium ICT Center as a sample. Primary data is collected through a questionnaire, while secondary data are obtained from literature studies. With a significance level of α = 5% (0.005), hypothesis analysis is carried out using path analysis.

Results

The results of this study show that social media promotion consisting of personal relevance, interactivity, messages, and brand familiarity has a positive and significant influence on consumer preferences and purchasing intentions. In more detail, personal relevance, interactivity, and message have proven to have a positive and significant effect on consumer preferences. Meanwhile, brand familiarity has a positive but not significant influence in terms of consumer preferences. In the context of purchasing intentions, personal relevance and interactivity show positive but insignificant influences, while messages and brand familiarity have a positive and significant effect on purchasing intentions.

Additional Analysis and Explanation

Promotion through social media has the power to reach a wider audience and interact directly with consumers. This research highlights some important aspects of social media promotion that can influence consumer decisions.

Key Factors Influencing Consumer Preferences and Purchasing Intentions

Personal Relevance: Content that is felt to be relevant to the daily life of the audience will increase their interest in the products offered. In this case, advertisements that are tailored to the interests and needs of users have a greater opportunity to encourage them to make purchases.
Interactivity: The ability to interact with brands through comments, likes, and sharing increases consumer involvement. This creates a sense of closeness and deeper beliefs, which in turn affects the preferences and buying intentions.
Message: Delivery of a clear and attractive message is key. Information that is easy to understand and attractive will make consumers trust more to try the product.
Brand Familiarity: Although consumers may know a particular brand, it does not always guarantee their choice to buy products from the brand.

Conclusion

This study provides important insights for smartphone and marketer industry players in designing more effective promotional strategies on social media. By understanding the factors that influence the preferences and purchasing intentions, they can create a campaign that is more relevant and interactive, so as to be able to attract consumers better. In conclusion, promotion through social media at the Medan Millennium ICT Center clearly has a significant influence on the preferences and buying intentions of smartphones among visitors. This shows that companies must continue to develop their digital marketing approach to meet the expectations of modern consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Develop a Social Media Strategy: Businesses should develop a comprehensive social media strategy that takes into account the key factors influencing consumer preferences and purchasing intentions.
Create Relevant and Interactive Content: Content that is relevant and interactive will increase consumer interest and involvement.
Deliver a Clear and Attractive Message: A clear and attractive message will make consumers trust more to try the product.
Build Brand Familiarity: Although brand familiarity is not a significant factor in this study, it is still an important aspect of building a strong brand.

Limitations

This study has some limitations that should be noted. Firstly, the sample size is relatively small, and the study only focuses on visitors to the Medan Millennium ICT Center. Secondly, the study only examines the impact of social media promotion on consumer preferences and purchasing intentions and does not explore other factors that may influence consumer behavior.

Future Research Directions

Future research should aim to explore other factors that influence consumer behavior, such as the impact of social media promotion on consumer loyalty and retention. Additionally, future research should aim to examine the impact of social media promotion on different demographics and age groups.

References

[List of references cited in the study]

Appendix

[Appendix containing additional data and information]

By understanding the factors that influence consumer preferences and purchasing intentions, businesses can create a campaign that is more relevant and interactive, so as to be able to attract consumers better. This study provides important insights for smartphone and marketer industry players in designing more effective promotional strategies on social media.
Frequently Asked Questions (FAQs) about the Influence of Promotion through Social Media on Consumer Preferences and Smartphone Buying Interest

Q: What is the main objective of this study?

A: The main objective of this study is to explore the impact of social media promotion on consumer preferences and smartphone buying interest among visitors to the Millennium ICT Center Medan.

Q: What is the significance of social media promotion in today's digital era?

A: Social media promotion has become a crucial aspect of modern marketing strategies. It allows businesses to reach a wider audience, interact directly with consumers, and create a personal connection with their target market.

Q: What are the key factors influencing consumer preferences and purchasing intentions?

A: The key factors influencing consumer preferences and purchasing intentions are:

Personal Relevance: Content that is felt to be relevant to the daily life of the audience will increase their interest in the products offered.
Interactivity: The ability to interact with brands through comments, likes, and sharing increases consumer involvement.
Message: Delivery of a clear and attractive message is key. Information that is easy to understand and attractive will make consumers trust more to try the product.
Brand Familiarity: Although consumers may know a particular brand, it does not always guarantee their choice to buy products from the brand.

Q: What is the role of social media in influencing consumer behavior?

A: Social media plays a significant role in influencing consumer behavior. It allows businesses to reach a wider audience, interact directly with consumers, and create a personal connection with their target market.

Q: What are the limitations of this study?

A: This study has some limitations that should be noted. Firstly, the sample size is relatively small, and the study only focuses on visitors to the Medan Millennium ICT Center. Secondly, the study only examines the impact of social media promotion on consumer preferences and purchasing intentions and does not explore other factors that may influence consumer behavior.

Q: What are the recommendations for businesses based on the findings of this study?

A: Based on the findings of this study, the following recommendations are made:

Develop a Social Media Strategy: Businesses should develop a comprehensive social media strategy that takes into account the key factors influencing consumer preferences and purchasing intentions.
Create Relevant and Interactive Content: Content that is relevant and interactive will increase consumer interest and involvement.
Deliver a Clear and Attractive Message: A clear and attractive message will make consumers trust more to try the product.
Build Brand Familiarity: Although brand familiarity is not a significant factor in this study, it is still an important aspect of building a strong brand.

Q: What are the future research directions based on the findings of this study?

A: Future research should aim to explore other factors that influence consumer behavior, such as the impact of social media promotion on consumer loyalty and retention. Additionally, future research should aim to examine the impact of social media promotion on different demographics and age groups.

Q: What are the implications of this study for businesses and marketers?

A: This study provides important insights for smartphone and marketer industry players in designing more effective promotional strategies on social media. By understanding the factors that influence consumer preferences and purchasing intentions, businesses can create a campaign that is more relevant and interactive, so as to be able to attract consumers better.

Q: What are the conclusions of this study?

A: In conclusion, promotion through social media at the Medan Millennium ICT Center clearly has a significant influence on the preferences and buying intentions of smartphones among visitors. This shows that companies must continue to develop their digital marketing approach to meet the expectations of modern consumers.