Pengaruh Viral Marketing, Online Customer Review, dan Harga terhadap Keputusan Pembelian pada Shopee Indonesia (Studi Kasus pada Generasi Z Pengguna Shopee di Kecamatan Medan Baru)

Local products such as souvenirs, as superior regional products, are essential in increasing tourist attractions and consumer preferences. Research shows that factors such as product quality, nutritional value, taste, and promotion of local culture influence consumer preferences. Medan's typical souvenirs, as a superior regional product, are expected to be able to compete in the national and global markets with your support and the right marketing strategy. Data was collected by distributing questionnaires to 73 local tourists and FGD with stakeholders. SWOT analysis was conducted to formulate the most appropriate strategy. Growth strategies can be applied to increase consumer preferences, including Market Penetration Strategy and Product Development. Market Penetration Strategy includes expanding distribution through online channels, opening outlets in strategic locations, and collaborating with retailers and supermarkets—intensive promotion through social media, influencer marketing, and participation in local product exhibitions. In addition, improving customer service, such as delivery services and fast ordering, was identified as a way to increase consumer preferences. As for the Product Development Strategy, variations in taste, size, and aesthetic, functional and environmentally friendly packaging innovation are recommended to meet consumer needs and can attract consumer attention. By implementing these strategies, Medan souvenir products can maintain competitiveness in a dynamic market and build consumer loyalty.