Winning Attention, Creating Intention: Unique Selling Proposition in Social Media Marketing Activities

Online Purchase Intention (OPI) refers to consumers’ tendency and willingness to purchase products or services through digital platforms, reflected in positive attitudes and active engagement in online environments (Alam et al., 2022; Hairudin & Dahlan, 2024; Ni, 2013; Yousry & Fahmy, 2024; Bahmani & Bhatnagar, 2023). Social Media Marketing Activities (SMMA) comprise firm-driven strategies to promote products, enhance user engagement, and maintain customer relationships via social media platforms (Arrigo, 2018; Wang & Kim, 2017; Yadav & Rahman, 2017). A Unique Selling Proposition (USP) is a value statement that highlights the distinctive benefits of a product, service, or brand, providing a rational basis for differentiation and consumer choice (Niu & Wang, 2016).