Analyzing the Role of Promotion in Shaping Purchase Interest
A Case Study of Local Merchandise Consumers in Oecusse-Ambeno
Keywords:
Promotional Strategies, Purchase Intention, Local Products, Consumer BehaviorAbstract
The development of local economies often hinges on the success of small-scale enterprises, where local merchandise serves as a vital tool for promoting regional identity and attracting tourism. In unique regions like the Oecusse-Ambeno Special Administrative Region, local products hold significant cultural and economic potential. However, a primary challenge lies in effectively reaching consumers and stimulating purchase interest amidst limited market exposure. This research, therefore, analyzes the role of promotional strategies in shaping consumer purchase interest in local merchandise from Oecusse-Ambeno. Employing a quantitative case study approach, this study surveyed a sample of consumers within the region. Primary data were collected through questionnaires designed to measure perceptions of promotional activities and a corresponding level of purchase interest. The findings indicate that promotion has a significant positive influence on consumer purchase interest. Specifically, promotional activities that emphasize product authenticity, cultural value, and direct engagement with local artisans are most effective in this market. The study concludes by offering actionable insights for local entrepreneurs and policymakers on designing targeted promotional strategies to enhance the visibility and desirability of Oecusse-Ambeno's local merchandise, thereby contributing to sustainable regional economic growth.
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Data Availability Statement
The data that support the findings of this study are not available due to ethical restrictions and the need to protect the confidentiality of research participants from a small and identifiable community.
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Copyright (c) 2025 Robert Nggadas (Author)
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