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All Journal International Journal of Business, Law, and Education
El Ikhsan, Nur
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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The Influence of Social Media Capability, Promotional Strategies, and Product Characteristics on Customer Interest and Product-Market Fit Rahmadhani, May Vitha; Darlin, Evalina; Damiyana, Damdam; El Ikhsan, Nur; Zulfikr, Ali
International Journal of Business, Law, and Education Vol. 6 No. 2 (2025): International Journal of Business, Law, and Education (On Progress July-Desembe
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i2.1245

Abstract

This study investigates the influence of social media capability, promotional strategies, and product characteristics on customer interest and product-market fit. In today’s digital era, businesses face increasing pressure to utilize social media and effective marketing strategies while maintaining high product standards to meet customer expectations. A quantitative approach was employed using a structured questionnaire distributed to 200 respondents, with the data analyzed through SPSS version 25. Reliability and validity tests were conducted to ensure the robustness of the instrument. Multiple linear regression analysis was used to examine the relationship between the independent variables (social media capability, promotional strategies, and product characteristics) and the dependent variables (customer interest and product-market fit). The results revealed that all three independent variables had a significant and positive impact on customer interest and product-market fit. These findings suggest that businesses can enhance their market performance by strategically improving their digital presence, designing effective promotional campaigns, and offering products that align with customer preferences. The study provides valuable implications for marketers and product managers in developing integrated marketing and product strategies in highly competitive markets. Keywords: Social Media Capability, Promotional Strategies, Product Characteristics, Customer Interest, Product-Market Fit
Co-Authors Damiyana, Damdam Darlin, Evalina Rahmadhani, May Vitha Zulfikr, Ali