The article, titled “Promotions as a Magnet: Analysis of Their Impact on Consumer Growth,” matters because micro and small enterprises increasingly rely on digital platforms to survive in a competitive market. As social media becomes a primary source of product discovery, understanding how promotion affects consumer behavior is essential for entrepreneurs, educators, and policymakers supporting small businesses.
Why Promotion Matters in the Digital Economy
Digital technology has transformed how consumers discover, evaluate, and purchase products. Social media platforms such as Instagram and WhatsApp are no longer just communication tools; they function as digital storefronts where visuals, short messages, and repeated exposure shape buying decisions.
For small food businesses, promotion is especially important because products are often purchased impulsively and influenced by visual appeal. Without regular promotional reminders, even high-quality products can quickly disappear from consumers’ attention. The Universitas Sriwijaya researchers place their study within this broader digital marketing context, where promotion acts not only as information delivery but also as an emotional trigger that encourages purchases.
How the Study Was Conducted
The research used a simple and practical quantitative approach. The team observed consumer numbers across three different sales periods, or batches, of the Chito Roll business, each with a different level of promotional activity.
Data were collected over one month using:
- Sales records showing the number of consumers in each batch
- Observations of promotional activity on social media
- Short consumer interviews about purchasing reasons
- Documentation of promotional content and formats
Rather than focusing on complex theory, the researchers compared real sales outcomes under different promotion conditions. Statistical tests were then used to determine whether differences in consumer numbers were meaningful or occurred by chance.
Clear Results Across Three Sales Batches
The findings show a strong and consistent pattern:
- Batch 1 (Active promotion): Promotions were posted regularly on Instagram Stories and WhatsApp, featuring product visuals, preparation processes, and ordering reminders. Result: 73 consumers.
- Batch 2 (No promotion): Promotional activity was almost entirely absent. There were no reminders, visuals, or online announcements. Result: 17 consumers.
- Batch 3 (Offline sales, limited digital promotion): Sales were conducted directly, allowing consumers to see and smell the products in person. Result: 44 consumers. In simple terms, more promotion consistently meant more consumers.
Promotion as a “Magnet” for Consumers
The researchers describe promotion as a “magnet” that attracts consumer attention and converts interest into purchases. When promotion was active, consumers responded to visual content, repeated exposure, and clear ordering information. When promotion stopped, awareness dropped sharply, even though product quality remained the same.
Offline sales partially compensated for the absence of digital promotion because direct interaction acted as a natural form of marketing. Seeing the product, experiencing its aroma, and interacting with sellers triggered spontaneous buying decisions. However, the study shows that relying solely on offline exposure limits growth compared to consistent online promotion.
As explained by the research team from Universitas Sriwijaya, promotion creates awareness, urgency, and emotional connection. Without it, consumers tend to remain passive and overlook available products.
Real-World Impact for Small Businesses
The implications of this study are highly practical. For small and micro food enterprises, consistent promotion is not optional it is central to maintaining stable consumer demand. Even simple, low-cost promotional actions such as social media posts, product photos, and ordering reminders can significantly influence sales outcomes.
For entrepreneurs, the findings highlight several actionable lessons:
Promotion must be continuous, not occasional
Visual content plays a major role in attracting attention
Online and offline promotion work best when combined
For educators and business mentors, the study provides clear evidence that digital promotion skills should be a core part of entrepreneurship training. Policymakers supporting small enterprises can also use these insights to design programs that strengthen digital marketing capacity among local businesses.
Academic Insight from Universitas Sriwijaya
Reflecting on the findings, the authors emphasize that promotion directly shapes consumer behavior. Drawing from their analysis, the Universitas Sriwijaya team explains that when promotional communication stops, products lose visibility and consumers lose the stimulus needed to make purchasing decisions. Consistent promotion, by contrast, sustains attention and supports business continuity.
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