The influence of unique selling proposition and value proposition through social media digital marketing on consumer preferences between local and international fashion brands: A study on generation Z in Medan City
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Pricillya Veronica(1*)
Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi dan Rekayasa Teknologi
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Feriani Astuti Tarigan(2)
Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi dan Rekayasa Teknologi
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Rusdiana Br Simamora(3)
Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi dan Rekayasa Teknologi
(*) Corresponding Author
Keywords:
Unique Selling Proposition, Value Proposition, Social Media Digital Marketing, Consumer Preference, Generation Z
Abstract
This study examines the influence of unique selling proposition (USP) and value proposition (VP) on consumer preferences among Generation Z, with social media digital marketing as a mediating variable. The research employed a quantitative approach, collecting data from 100 Generation Z respondents in Medan City and analyzing them using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The results indicate that the unique selling proposition and value proposition do not have a significant direct effect on consumer preference. However, social media digital marketing significantly mediates the relationship between both independent variables and consumer preference. The model explains 29.5% of the variance in consumer preferences for local brands and 18.9% for international brands, highlighting the strategic role of digital communication in shaping purchasing behavior. The study offers theoretical insight into mediated customer behavior and provides managerial implications for digital brand strategy development.
Keywords: Unique Selling Proposition; Value Proposition; Social Media Digital Marketing; Consumer Preference; Generation Z
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References
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Solomon, M. R. (2022). Consumer Behavior: Buying, Having, and Being (13th editi). Pearson.
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif dan R&D (Dr. Ir. Sutopo. S.Pd (ed.)).
Tuten, T. L., & Solomon, M. R. (2021). Social Media Marketing (3rd Editio). SAGE Publications.
Victor, Iventura, F. U. T., & Nadya, C. (2024). Analysis of the influence of business location, business capital and digital marketing on business income. International Journal of Mechanical, Electrical and Civil Engineering, 10(1), 100–113.
Wardiati, D. (2023). Pengaruh Konten Media Sosial, Iklan Berbayar terhadap Preferensi Konsumen dan Keputusan Pembelian Konsumen Generasi Z di Kota Pekanbaru. Journal of Hupo_Linea, 4, 70–76.
Zhang, Y., Liu, J., & Li, X. (2024). Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1339197
Caldieraro, F., & Cunha, M. (2022). Consumers’ response to weak unique selling propositions: Implications for optimal product recommendation strategy. International Journal of Research in Marketing, 39(3), 724–744. https://doi.org/10.1016/j.ijresmar.2021.11.003
Cheah, J.-H., Amaro, S., & Rold´an, J. L. (2023). Multigroup analysis of more than two groups in PLS-SEM : A review , illustration , and recommendations. Journal of Business Research, 156. https://doi.org/10.1016/j.jbusres.2022.113539
Collins, S. P., Storrow, A., Liu, D., Jenkins, C. A., Miller, K. F., Kampe, C., & Butler, J. (2023). Disrupting the fashion retail journey: social media and GenZ’s fashion consumption. 167–186.
Fandrejewska, A., Chmielarz, W., & Zborowski, M. (2022). The Impact of the COVID-19 Pandemic on the Perception of Globalization and Consumer Behavior. Sustainability, 14(15). https://doi.org/10.3390/su14159575
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. Industrial Marketing Management, 111, 127–142. https://doi.org/10.1016/j.indmarman.2023.03.010
Hair, J. J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Heriyati, P., Bismo, A., & Erwinta, M. (2024). Jakarta’s Generation Z and Local Fashion Industry: Unveiling the Impact of Brand Image, Perceived Quality, and Country of Origin. Binus Business Review, 15(1), 69–77.
Hermanni, & Joachim, A. (2023). Business Guide for Strategic Management. Springer. https://doi.org/978-3-658-41367-5_49
Hoyer, W. D., Maclnnis, D. J., & Pieters, R. (2023). Consumer Behavior (8th editio). Cengage Learning.
Kotler & Keller. (2024). Management & Marketing. In Journal of Clinical Orthodontics (Vol. 58, Issue 1).
Kusuma, I. G. W. A., Endayani, F., K, A. B., & Khouroh, U. (2024). Social media marketing impact on Gen Z’s brand engagement, awareness and image. Manajemen Dan Bisnis, 23(2). https://doi.org/10.24123/jmb.v23i2.803
Laksamana, P., Iqbal, M., & Maulani, D. (2025). Social Media Marketing on Brand Awareness, Brand Preference and Brand Image: A Comparison of Facebook, X and Instagram. Moneter: Jurnal Keuangan Dan Perbankan, 13(1). https://doi.org/10.32832/moneter.v13i1.1315
Le, T.-M. H., & Mỵ, B. T. K. (2024). Consumption-related social media peer communication and online shopping intention among Gen Z consumers: A moderated-serial mediation model. Computers in Human Behavior, 153.
https://doi.org/10.1016/j.chb.2023.108100
Liengaard, B. D. (2024). Measurement invariance testing in partial least squares structural equation modeling. Journal of Business Research, 177. https://doi.org/10.1016/j.jbusres.2024.114581
Majka, M. (2024). Unique Selling Proposition in Marketing.
Memon, M. A., Thurasamy, R., Ting, H., & Cheah, J.-H. (2024). Purposive Sampling: A Review and Guidelines for Quantitative Research. Journal of Applied Structural Equation Modeling, 9(1), 1–23. https://doi.org/10.47263/jasem.9(1)01
Muzhaffar, F. D., Fihartini, Y., & Nabila, N. I. (2023). The effect of value proposition on purchase intention of clothing products at PT Vendor Indonesia. 2.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2021). Value Proposition Design: How to Create Products and Services Customers Want to Buy. Elex Media Komputindo.
Rizaldy, A., & Supiansyah, S. (2023). Recognize The Fierce Competition in The Fast Fashion Industry. International Research Journal of Business Studies, 16(1), 1–10. https://doi.org/10.21632/irjbs.16.1.1-10
Rosario, A., & Raimundo, R. (2021). Importance of Value Propositions in Marketing: Research and Challenges. 20(2S).
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640
Solomon, M. R. (2022). Consumer Behavior: Buying, Having, and Being (13th editi). Pearson.
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif dan R&D (Dr. Ir. Sutopo. S.Pd (ed.)).
Tuten, T. L., & Solomon, M. R. (2021). Social Media Marketing (3rd Editio). SAGE Publications.
Victor, Iventura, F. U. T., & Nadya, C. (2024). Analysis of the influence of business location, business capital and digital marketing on business income. International Journal of Mechanical, Electrical and Civil Engineering, 10(1), 100–113.
Wardiati, D. (2023). Pengaruh Konten Media Sosial, Iklan Berbayar terhadap Preferensi Konsumen dan Keputusan Pembelian Konsumen Generasi Z di Kota Pekanbaru. Journal of Hupo_Linea, 4, 70–76.
Zhang, Y., Liu, J., & Li, X. (2024). Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1339197
Published
2026-11-06
How to Cite
Veronica, P., Tarigan, F., & Simamora, R. (2026). The influence of unique selling proposition and value proposition through social media digital marketing on consumer preferences between local and international fashion brands: A study on generation Z in Medan City. Journal of Management : Small and Medium Enterprises (SMEs), 19(3), 2387-2401. https://doi.org/10.35508/jom.v19i3.27554
Section
Articles
