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

Pricillya Veronica (Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi dan Rekayasa Teknologi)
Feriani Astuti Tarigan (Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi dan Rekayasa Teknologi)
Rusdiana Br Simamora (Sekolah Tinggi Manajemen Bisnis Multi Sarana Manajemen Administrasi dan Rekayasa Teknologi)

Journal of Management - Small and Medium Enterprises (SME's)
Vol 19 No 3 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)

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