Effect of Encumbrances on Response to Sales Promotions

2018 ◽  
Vol 7 (2) ◽  
pp. 135-145
Author(s):  
Surajit Ghosh Dastidar ◽  
Prasenjit Chakravarty
Keyword(s):  
Sales Promotion ◽  
Significant Positive Effect ◽  
Sales Promotions ◽  
Product Categories ◽  
Promotion Campaigns ◽  
Positive Effect

Sales promotions serve as important marketing tools to obtain immediate incremental sales. However, sales promotion campaigns are profitable only if the promotional offers (deals) can induce switch from competitor brands. However, redeeming deals may necessitate the purchase of less preferred brands and patronization of non-preferred stores, and incurring extra-expenses for subscribing to extra newspapers and magazines to obtain deals such as coupons and contests. Therefore, consumers may perceive brand, store and extra-expense encumbrances while responding to the deal offers. Thus, marketing strategists face an important question: whether these encumbrances have any impact on the consumers’ response to deals. This study addresses this question and finds significant positive effect of encumbrances on deal proneness. The study is carried out across multiple deal types and two product categories for generalization of the findings.

scholarly journals PENGARUH PROMOTION MIX TERHADAP CUSTOMER LOYALTY MELALUI BRAND EQUITY SEBAGAI VARIABEL MEDIASI

2019 ◽  
Vol 8 (12) ◽  
pp. 6910
Author(s):  
Nyoman Putri Widyasari ◽  
I Gde Ketut Warmika
Keyword(s):  
Path Analysis ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Sales Promotion ◽  
Significant Positive Effect ◽  
Sales Promotions ◽  
The City ◽  
Positive Effect

This study explains the role of brand equity mediates the effect of promotion mix on customer loyalty. This research was conducted in the city of Denpasar involving 100 respondents. The study used questionnaires, observation and interviews. Path analysis and sobel test were used. The results of the study are that Promotion mix has a positive and significant effect on brand equity, Promotion mix has a positive and significant effect on customer loyalty, Brand equity has a significant positive effect on customer loyalty, and Brand equity mediates the effect of promotion mix on customer loyalty. Acer management to pay more attention to individual sales and sales promotions on promotion mix. Increase sales promotion by giving discounts, presenting repeat prizes such as geratis laptop accessories in certain types, distributing promotional catalogs, and increasing individual sales by concentrating on training salespeople in various fields. Keywords: promotion mix, customer loyalty, brand equity.

scholarly journals PROMOSI PENJUALAN, STORE ATMOSPHERE, DAN BRAND IMAGE BERPENGARUH TERHADAP REPURCHASE INTENTION

2020 ◽  
Vol 9 (8) ◽  
pp. 3019
Author(s):  
Made Dio Prakasa Restuputra ◽  
Gede Bayu Rahanatha
Keyword(s):  
Linear Regression ◽  
Data Collection ◽  
Multiple Linear Regression ◽  
Brand Image ◽  
Sales Promotion ◽  
Significant Positive Effect ◽  
Repurchase Intention ◽  
Sales Promotions ◽  
Purposive Sampling ◽  
Positive Effect

Drinking coffee habit in Denpasar, creates an opportunity to attract consumers to repurchase intention. Factors that influence the occurrence of repurchase intention include sales promotions, store atmosphere, and brand image. Purpose of this study are to determine the effect of sales promotion, store atmosphere, and brand image on repurchase intention. This research is conducted on consumers Excelso Cafe products. Sample are 112 respondents with purposive sampling. Data collection is carried out by questionnaire, analyzed by multiple linear regression. Based on the results, sales promotions have a significant positive effect on repurchase intention, store atmosphere has a significant positive effect on repurchase intention, brand image has a positive and significant effect on repurchase intention. Sales promotion, store atmosphere, and a good brand image greatly affect repurchase intention. Excelso should pay more attention to sales promotions, store atmosphere, and brand image felt by consumers in order to increase repurchase intention from consumers. Keywords: sales promotion, store atmosphere, brand image, repurchase intention

scholarly journals The role of brand equity in increasing buying interest

2021 ◽  
pp. 1999-2010
Author(s):  
Gita Sugiyarti ◽  
Aris Mardiyono
Keyword(s):  
Structural Equation Modeling ◽  
Brand Equity ◽  
Structural Equation ◽  
Brand Image ◽  
Sales Promotion ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Significant Positive Effect ◽  
Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

scholarly journals Pengaruh Bauran Promosi Terhadap Minat Memilih Prodi Manajemen Fakultas Ekonomi Dan Bisnis Umsurabaya Tahun 2017

2018 ◽  
Vol 15 (01) ◽  
Author(s):  
Siti Salbiyah ◽  
Budi Wahyu Mahardhika
Keyword(s):  
Public Relations ◽  
Management Program ◽  
Sales Promotion ◽  
Community Relations ◽  
Student Interest ◽  
Significant Positive Effect ◽  
Validity And Reliability ◽  
Direct Selling ◽  
Study Program ◽  
Positive Effect

ABSTRACTThe success of an institution of higher education is inseparable from the marketing strategy undertaken. Promotion is one of the most important marketing strategies to introduce an educational product or service, in this case are various courses to prospective students. Promotion is done to generate interest in choosing the study program that becomes the choice of pride, so it will affect the increasing number of students each course offered. UMSurabaya through promotional mix (promotional mix) offers as many as 29 courses from 8 faculties owned, one of them is Management program as an alternative choice for prospective students.This study aims to: (1) Know the promotion mix UMSurabaya. (2) To know the interest of choosing Management FEB UMSurabaya. (3) Knowing the promotion mix simultaneously affect the interest of choosing Management FEB UMSurabaya (4). Knowing the promotion mix partially affect the interest of choosing Management FEB UMSurabaya.This research uses quantitative descriptive method with questionnaire as its instrument. Population amounted to 328 students using Slovin method specified sample of 77 respondents. Data analyze using SPSS 20 software to test the validity and reliability of the instrument, and test the hypothesis.The results showed: (1) F test results obtained F-count (9,184)> F-table (2.47) which means that the promotion mix (advertising, direct selling, sales promotion, and community relations) simultaneously have a significant positive effect to the student's interest in choosing Management FEB UMSurabaya. Determinant coefficient analysis (R ²) obtained by value 33,8 indicates that student interest choose Management FEB UMSurabaya influenced by independent variable (advertising, direct selling, sales promotion and public relation) to dependent variable of interest to choose Management program 33,8%, while the remaining 66.2% is influenced by other variable factors not mentioned in this study. 2).  The result of t test for advertising variable is t value (2,865)> t-table (1,984), this means that advertising variable has a significant positive effect on the interest of choosing Management FEB UMSurabaya. While the direct selling variables, sales promotion and public relations value t-count in a row (1,085), (1,521), (0,465) <t-table (1,984), can be interpreted that the direct sales variables, sales promotion and public relations positively not significant to the interest in choosing FEB UMSurabaya Management Program. Thus, advertising has the most dominant influence on the interest of choosing Management FEB UMSurabaya.The authors conclude (1) Characteristics of UMSurabaya Management Study Program students are known to be 58% female and the rest are male students with average age between 20 - 25 years with parent / guardian's income level between Rp.1.000.000, -  Rp. 4,000,000, - per month and most students come from Surabaya (2). UMSurabaya promotional mix has been effectively implemented in accordance with the information required by the students. Advertising is the most dominant promotional mix affecting the interest of choosing Management FEB UMSurabaya. Therefore, if UMSurabaya want to increase the number of students Management program, then the advertising activities should be enhanced more attractive.Keywords : Promotional mix, Choosing Interests.Correspondence to : [email protected],  [email protected] ABSTRAK              Kesukesan suatu lembaga pendidikan tinggi tidak terlepas dari strategi pemasaran yang dilakukan. Promosi merupakan salah satu strategi pemasaran yang sangat penting untuk mempekenalkan suatu produk atau jasa pendidikan dalam hal ini adalah berbagai program studi  kepada calon mahasiswa. Promosi  dilakukan untuk menimbulkan minat memilih program studi yang menjadi pilihan kebanggaannya, sehingga  akan berpengaruh kepada meningkatnya jumlah mahasiswa setiap program studi yang ditawarkan.  UMSurabaya  melalui bauran promosi (promotional mix) menawarkan sebanyak 29 program studi dari 8 fakultas  yang dimiliki, salah satunya prodi Manajemen sebagai alternatif  pilihan bagi calon mahasiswanya.Penelitian ini bertujuan untuk: (1) Mengetahui bauran promosi UMSurabaya. (2) Mengetahui minat memilih prodi Manajemen FEB UMSurabaya. (3) Mengetahui bauran promosi secara simultan berpengaruh terhadap minat memilih prodi Manajemen FEB UMSurabaya (4). Mengetahui bauran promosi secara parsial  berpengaruh terhadap minat memilih prodi Manajemen FEB UMSurabaya.Penelitian ini menggunakan metode deskriptif dan kuantitatif dengan kuesioner sebagai instrumennya. Populasi berjumlah 328 mahasiswa dengan menggunakan  metode Slovin ditetapkan sampel  sebanyak 77 responden.  Analisis data menggunakan software SPSS 20  untuk menguji validitas dan reliabilitas instrumen, serta  menguji hipotesis. Hasil penelitian menunjukkan : (1) Hasil Uji F diperoleh nilai F-hitung ( 9,184) > F-tabel (2,47) yang berarti bahwa bauran promosi(periklanan, penjualan langsung, promosi penjualan, dan hubungan masyarakat)  secara simultan berpengaruh positif signifikan terhadap minat mahasiswa memilih prodi Manajemen FEB UMSurabaya. Analisis koefisien determinan (R²) diperoleh nilai 33,8 menunjukkan bahwa minat mahasiswa memilih prodi Manajemen FEB UMSurabaya dipengaruhi oleh variabel bebas  ( periklanan,  penjualan langsung, promosi penjualan dan hubungan masyarakat ) terhadap variabel dependen  minat memilih prodi Manajemen  sebesar 33,8%,  sedangkan sisanya  66,2% dipengaruhi oleh faktor-faktor variabel lain yang tidak disebutkan dalam penelitian ini.2).  Hasil uji t   untuk  variabel   periklanan diperoleh  nilai t-hitung (2.865) > t-tabel (1,984),  ini berarti variabel  periklanan memiliki pengaruh positif signifikan terhadap minat memilih prodi Manajemen FEBUMSurabaya.  Sedangkan variabel  penjualan langsung, promosi penjualan dan hubungan masyarakat nilai t-hitung berturut-turut (1,085), (1,521), (0,465) < t-tabel (1,984), dapat diartikan bahwa variabel  penjualan langsung, promosi penjualan dan hubungan masyarakat berpengaruh positif tidak signifikan terhadap minat memilih prodi Manajemen FEB UMSurabaya.  Dengan demikian  periklanan berpengaruh paling dominan  terhadap minat memilih prodi Manajemen FEB UMSurabaya.  Penulis menyimpulkan (1) Karakteristik mahasiswa prodi Manajemen  UMSurabaya diketahui 58% berjenis kelamin perempuan dan sisanya adalah mahasiswa berjenis kelamin laki-laki yang di dominasi oleh usia antara 20 - 25 tahun dengan tingkat pendapatan orang tua/wali  antara Rp.1.000.000,- - Rp. 4.000.000,- per bulan  dan 73% mahasiswa berasal dari kota Surabaya (2). Bauran promosi UMSurabaya telah dilaksakanan secara efektif sesuai dengan informasi yang dibutuhkan para mahasiswa. Advertising merupakan bauran promosi yang paling dominan berpengaruh terhadap minat memilih prodi Manajemen FEB UMSurabaya. Oleh karena itu jika UMSurabaya ingin meningkatkan jumlah mahasiswa prodi Manajemen, maka kegiatan advertising harus ditingkatkan lebih atraktif lagi.Kata kunci : Promotional mix,   Minat Memilih.  Korespondensi : [email protected], [email protected]

scholarly journals UPAYA MEMPERKUAT CITRA RAMAYANA DEPARTEMENT STORE MELALUI PROMOSI PENJUALAN DAN PERIKLANAN

2019 ◽  
Vol 12 (1) ◽  
pp. 59-71
Author(s):  
Didit Darmawan ◽  
Rahayu Mardikaningsih ◽  
Samsul Arifin ◽  
Mila Hariani
Keyword(s):  
Random Sampling ◽  
Sampling Method ◽  
Linear Regression Analysis ◽  
Sampling Technique ◽  
Multiple Linear Regression Analysis ◽  
Corporate Image ◽  
Marketing Communication ◽  
Significant Positive Effect ◽  
Sales Promotions ◽  
Positive Effect

A good corporate image can be formed through marketing communication that is right on target. Marketing communication consists of several elements such as advertising and sales promotions. With attractive sales promotions that are different from competitors and creative and unique advertisements using different themes to attract people's interest and to try what the company offers. This study aims to analyze and discuss the effect of salespromotions andadvertisements on the corporate image of the Ramayana Department Store. The sampling technique uses probability sampling method with a sample random sampling technique. The number of samples involved in this study were 100 respondents. Analysis analysis of collected data is processed through multiple linear regression analysis with SPSS 24.0 software. The results state that salespromotions and advertisements have a significant positive effect on corporate image.

scholarly journals An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market

2018 ◽  
Vol 2 (1) ◽  
pp. 7-23 ◽  
Author(s):  
Jalal Rajeh Hanaysha
Keyword(s):  
Social Media ◽  
Corporate Social Responsibility ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Purchase Decision ◽  
Significant Positive Effect ◽  
Content Type ◽  
Store Environment ◽  
Corporate Social ◽  
Positive Effect

Purpose The purpose of this paper is to examine the effects of corporate social responsibility, social media marketing, sales promotion, store environment and perceived value on a purchase decision in the retail sector. Design/methodology/approach A quantitative research methodology was used and the data were collected from 278 customers of retail stores in Malaysia. The collected data were analysed using SPSS 19 and structural equation modelling on AMOS. Findings The findings showed that corporate social responsibility has significant positive effects on a purchase decision, whereas sales promotion has a negative effect on purchase decision. The outcomes of this study also indicated that store environment has a significant positive effect on consumers’ purchase decisions. Contrary to expectations, the findings revealed that the effect of social media marketing on purchase decision is insignificant. Finally, the results showed that perceived value has a significant positive effect on a purchase decision. Originality/value The findings of this study contribute to an understanding of the importance of the selected factors in affecting a consumer’s purchase decision in the retail industry.

Customer retention and the mediating role of perceived value in retail industry

2018 ◽  
Vol 14 (1) ◽  
pp. 2-24 ◽  
Author(s):  
Jalal Rajeh Hanaysha
Keyword(s):  
Perceived Value ◽  
Customer Retention ◽  
Sales Promotion ◽  
Social Media Marketing ◽  
Retail Industry ◽  
Significant Positive Effect ◽  
Content Type ◽  
Store Environment ◽  
Corporate Social ◽  
Positive Effect

Purpose The purpose of this paper is twofold: to examine the effect of corporate social responsibility, social media marketing, sales promotion, and store environment on the perceived value and customer retention in the retail industry; and to provide a significant contribution to the existing literature by examining the mediating effect of the perceived value between the stated factors and customer retention. Design/methodology/approach A quantitative research approach was utilized, collecting data from customers of department stores in the east coast of Malaysia. In total, 278 valid questionnaires were used in the analysis of data using the structural equation modeling. Findings The findings indicate that perceived value has a significant positive effect on customer retention. The outcomes also showed that social media marketing has an insignificant effect on the perceived value, whereas its effect on customer retention is positive and statistically significant. Additionally, the results confirmed that corporate social responsibility and store environment have significant positive effects on the perceived value and customer retention. Moreover, the findings showed that sales promotion has a significant positive effect on the perceived value, but its effect on customer retention is insignificant. Finally, the results revealed that the perceived value mediates the relationships between all of the independent variables and customer retention. Originality/value The results of this study improve our understanding of how these factors affect customer retention in the retail industry.

scholarly journals Face to Face Sales and Sales Promotions have a Positive Effect on Gold Jewelry Purchasing Decisions

2020 ◽  
Vol 4 (4) ◽  
Author(s):  
Tarsisius Kana
Keyword(s):  
Linear Regression Analysis ◽  
Multiple Linear Regression Analysis ◽  
Positive Influence ◽  
Sales Promotion ◽  
Purchasing Decisions ◽  
Sales Promotions ◽  
Significance Level ◽  
Face To Face ◽  
Gold Jewelry ◽  
Positive Effect

Purchasing decisions are influenced by various factors, both internal and external factors. Face-to-face selling and sales promotion are two factors that can influence purchasing decisions. This study aims to analyze the influence of face-to-face sales and sales promotions on purchasing decisions for gold jewelry. This research is a a quantitative approach research. The population used in this study amounted to 1,193 consumers. The sampling method used was accidental sampling, in order to obtain a sample of 92 people. The data were collected using interview techniques and questionnaires. The collected data were analyzed using multiple linear regression analysis techniques using SPSS version 22 statistical tools. The results showed that face-to-face sales and sales promotion variables together had a positive effect on purchasing decisions. This can be proven from the results of F-count 195.569&gt; F-table 3.10 with a significance level of 0.000 &lt;0.05, then Ha is accepted and H0 is rejected. It can be concluded that there is a significant and positive influence between face-to-face sales and sales promotion on gold jewelry purchasing decisions. 

scholarly journals Pengaruh Gaya Hidup Konsumtif dan Promosi Penjualan terhadap Keputusan Pembelian

2019 ◽  
Vol 18 (2) ◽  
pp. 107
Author(s):  
Evi Rachmawati ◽  
Anik Lestari Andjarwati
Keyword(s):  
Linear Regression ◽  
Multiple Linear Regression ◽  
Sampling Method ◽  
Total Sample ◽  
Sales Promotion ◽  
Consumption Patterns ◽  
Purchase Decision ◽  
Significant Positive Effect ◽  
Company Strategy ◽  
Positive Effect

The emergence of various types of fastfood with the predominance of American-style restaurants is very intense in Indonesia. This proves that foreign restaurants are quite popular among Indonesian people. Accompanied by the influence of westernization (westernized behavior) that makes consumption patterns that accentuate luxury, pleasure and spree spending money are enough to influence people’s lifestyle today. The company’s strategy competition in fighting over the market becomes very tough, so they are competing to improve their company strategy. Population of this research is consumer of Burger King in Surabaya. The sampling method of this research was non-probability sampling with judgemental sampling method with a total sample of 220 respondents. This research instrument used an offline questionnaire with likert scale while multiple linear regression were used in order to analysis the dat. The result of this research indicate that consumptive lifestyle have a significant positive effect toward purchase decision, and sales promotion have a significant positive effect toward purchase decision.  But in this research value shows that sales promotion variable has larger influence. Keywords: Consumptive Lifestyle, Purchase Decision, Sales Promotion

scholarly journals An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding

2002 ◽  
Vol 39 (4) ◽  
pp. 408-420 ◽  
Author(s):  
Tülin Erdem ◽  
Baohong Sun
Keyword(s):  
Empirical Investigation ◽  
Spillover Effects ◽  
Sales Promotion ◽  
Random Component ◽  
Sales Promotions ◽  
Product Categories ◽  
Umbrella Branding ◽  
Mean And Variance ◽  
The Impact

The authors investigate and find evidence for advertising and sales promotion spillover effects for umbrella brands in frequently purchased packaged product categories. The authors also capture the impact of advertising (as well as use experience) on both utility mean and variance across two categories. They show that variance of the random component of utility declines over time on the basis of advertising (and use experience) in either category. This constitutes the first empirical evidence for the uncertainty-reducing role of advertising across categories for umbrella brands.

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