The Effect of Social Media Promotion on Purchase Decisions at Qweena Boutique
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Abstract
Social media has changed how consumers obtain product information and make purchase decisions, creating new demands for local fashion retailers. This study aimed to describe social media promotion and purchase decisions at Qweena Boutique and to examine the effect of social media promotion on purchase decisions. A quantitative descriptive and verificative survey was conducted using purposive sampling. Data were collected from consumers who had purchased Qweena products and encountered the boutique’s social media promotion. Data were obtained through a questionnaire using a Likert scale and analyzed using descriptive statistics and simple linear regression. The results showed that social media promotion and purchase decisions were both categorized as relatively high. Social media promotion had a positive and significant effect on purchase decisions and contributed substantially to variations in consumer purchase decisions. Content creation was the strongest promotional dimension, whereas connecting received the lowest evaluation. The findings indicate that clear product content, accessible information, responsive interaction, and stronger customer relationships can support purchase decisions in local fashion retail.
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