Promotional Strategies Boost Consumer Buying Interest at East Lampung’s Dhea Shop
Researchers from Universitas Nahdlatul Ulama Lampung found that promotional strategies significantly increase consumer purchase interest at Dhea Shop, a small fashion business in East Lampung. The study, conducted by Frita Maulina, Harto, and Diky Angga Hendrawan, was published in 2026 in the Indonesian Journal of Economic & Management Sciences. The findings highlight how digital promotions, discounts, and customer-focused communication can strengthen consumer trust and encourage purchasing decisions in Indonesia’s growing online business sector.
The research comes as small businesses across Indonesia increasingly rely on digital marketing and online promotions to survive in a highly competitive market. The rapid growth of internet usage and online shopping platforms has changed consumer behavior, especially among younger buyers who prefer convenient shopping through smartphones and social media.
However, online businesses also face major challenges. Consumers often hesitate to purchase products because they cannot inspect items directly before buying. Concerns about product quality, fraud, and misleading photos frequently affect consumer confidence. For small businesses like Dhea Shop, effective promotional strategies have become essential for building trust and attracting repeat customers.
Dhea Shop, located in Tambah Dadi Village, East Lampung, operates as a home-based women’s fashion business. Although the shop experienced moderate sales growth in 2024, the increase remained relatively stagnant at around 50 percent per month. Interestingly, sales rose sharply to nearly 90 percent during periods when promotional programs such as seasonal discounts and giveaways were introduced.
The researchers examined how these promotional activities influenced consumer purchase interest. Using a quantitative descriptive approach, the study analyzed responses from 96 consumers selected through simple random sampling from a population of more than 2,100 customers.
Data collection involved questionnaires, interviews, and documentation. Consumers were asked about their perceptions of Dhea Shop’s promotional strategies and their willingness to purchase products. The researchers then used simple linear regression analysis with SPSS version 26 to evaluate the relationship between promotion strategies and buying interest.
The results showed a strong positive relationship between promotional activities and consumer purchase intention. The regression equation revealed that every one-unit increase in promotional strategy effectiveness increased consumer buying interest by 23.4 percent.
The study also reported statistically significant results in both the t-test and F-test analyses. The significance value reached 0.000, well below the accepted threshold of 0.05, confirming that promotional strategies directly influenced customer purchase interest.
Researchers further found that promotional strategies explained approximately 18 percent of consumer buying interest, based on the coefficient of determination value (R² = 0.180). While other factors also influence purchasing decisions, the findings demonstrate that promotion remains an important driver of consumer behavior in small online businesses.
One of the study’s key findings involved the effectiveness of visually attractive content and personalized customer communication. Dhea Shop regularly used appealing product photos, persuasive descriptions, and customer testimonials to attract buyers. Consumers responded positively to promotions that provided direct economic benefits such as discounts, product bundles, and bonus gifts.
For example, customers purchasing skincare packages received free items such as cotton pads or face masks. Unsold products were later offered as giveaway prizes or discounted items to maintain inventory flow and customer engagement.
The researchers explained that these promotional tactics created a sense of urgency among consumers. Buyers became more motivated to make immediate purchases before promotional periods ended. Consistent exposure to promotional content also strengthened public awareness of the Dhea Shop brand and increased consumer trust.
According to Frita Maulina and colleagues from Universitas Nahdlatul Ulama Lampung, effective promotion not only informs consumers about products but also influences the psychological desire to own them.
The study highlights broader implications for Indonesia’s micro and small business sector. Many local businesses still rely heavily on conventional selling methods and have not fully optimized digital marketing strategies. The findings suggest that even simple promotional efforts—such as social media campaigns, discounts, and customer engagement programs—can significantly improve consumer interest and business sustainability.
For entrepreneurs, the research reinforces the importance of combining attractive visual content with transparent communication. Building customer trust appears especially important in online shopping environments where buyers cannot physically inspect products before purchase.
The findings may also help policymakers and business development agencies support small enterprises in rural areas. Training programs focused on digital marketing, online branding, and promotional strategy development could improve the competitiveness of local businesses across Indonesia.
In addition, the research provides useful insights for students and academics studying marketing communication and consumer behavior. The study demonstrates how promotional activities influence not only economic decisions but also consumer psychology and trust formation.
The researchers acknowledged that promotional strategy alone does not fully determine purchase interest. Since the study found that promotions account for only 18 percent of buying interest, future studies may explore additional variables such as product quality, pricing, service quality, social media influence, and customer satisfaction.
Author Profile
- Frita Maulina is a researcher at Universitas Nahdlatul Ulama Lampung specializing in marketing management, consumer behavior, and small business development.
- Harto is a lecturer and researcher at Universitas Nahdlatul Ulama Lampung with expertise in business strategy and entrepreneurship.
- Diky Angga Hendrawan is a researcher at Universitas Nahdlatul Ulama Lampung focusing on marketing communication and digital business strategies.
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