Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)

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

Authors
Eddy Soeryanto Soegoto1, *, Adhira Damarsaputra2, Ipay Azmiatu Rahman3, Iftah Sapari Ridwanulloh4, Husnul Khotimah5
1Faculty of Economic and Business, Universitas Komputer Indonesia, Bandung, Indonesia
2Faculty of Economic and Business, Universitas Komputer Indonesia, Bandung, Indonesia
3Faculty of Economic and Business, Universitas Komputer Indonesia, Bandung, Indonesia
4Faculty of Economic and Business, Universitas Komputer Indonesia, Bandung, Indonesia
5Faculty of Economic and Business, Universitas Komputer Indonesia, Bandung, Indonesia
*Corresponding author. Email: eddysoeryantos@email.unikom.ac.id
Corresponding Author
Eddy Soeryanto Soegoto
Available Online 29 July 2024.
DOI
10.2991/978-94-6463-465-5_17How to use a DOI?
Keywords
Social Media Promotions; Consumer Purchasing Power; Marketing Impact
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
29 July 2024
ISBN
978-94-6463-465-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-465-5_17How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Eddy Soeryanto Soegoto
AU  - Adhira Damarsaputra
AU  - Ipay Azmiatu Rahman
AU  - Iftah Sapari Ridwanulloh
AU  - Husnul Khotimah
PY  - 2024
DA  - 2024/07/29
TI  - The Effect of using Social Media Promotions and its Correlation with Consumer Purchasing Power
BT  - Proceedings of the International Conference on Business, Economics, Social Sciences, and Humanities - Economics, Business and Management Track (ICOBEST-EBM 2024)
PB  - Atlantis Press
SP  - 207
EP  - 223
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-465-5_17
DO  - 10.2991/978-94-6463-465-5_17
ID  - Soegoto2024
ER  -