Winning Attention, Creating Intention: Unique Selling Proposition in Social Media Marketing Activities
Description
Online Purchase Intention (OPI) refers to consumers’ tendency and willingness to purchase products or services through digital platforms, reflected in positive attitudes and active engagement in online environments (Alam et al., 2022; Hairudin & Dahlan, 2024; Ni, 2013; Yousry & Fahmy, 2024; Bahmani & Bhatnagar, 2023). Social Media Marketing Activities (SMMA) comprise firm-driven strategies to promote products, enhance user engagement, and maintain customer relationships via social media platforms (Arrigo, 2018; Wang & Kim, 2017; Yadav & Rahman, 2017). A Unique Selling Proposition (USP) is a value statement that highlights the distinctive benefits of a product, service, or brand, providing a rational basis for differentiation and consumer choice (Niu & Wang, 2016).
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This study adopts a quantitative, cross-sectional survey design using an online questionnaire to examine Social Media Marketing Activities (SMMA), Unique Selling Proposition (USP), and Online Purchase Intention (OPI) among Generation Z consumers interested in local fashion products in major Indonesian cities between November 2025 and January 2026. Convenience sampling was applied with screening questions to ensure respondents were active Instagram and TikTok users and highly engaged with local fashion content. Sample size adequacy for Structural Equation Modeling (SEM) using SmartPLS 4 was determined through an a priori power analysis in G*Power (Linear multiple regression: Fixed model, R² deviation from zero), using f² = 0.15, α = 0.05, power = 0.95, and two predictors (SMMA and USP), resulting in a minimum sample requirement of 107 respondents. OPI was measured using five indicators adapted from Alam et al. (2022) and Yousry & Fahmy (2024), while SMMA was operationalized based on the four indicators proposed by Yadav & Rahman (2017): interactivity, informativeness, personalization, trendiness, and word of mouth (WOM). The USP construct was measured using five indicators—favorability, believability, distinctiveness, compatibility, and attractiveness—derived from Niu & Wang (2016).
Institutions
- Bina Nusantara University