The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria

Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance. JEL Codes: M31, M37 Keywords: publicity, sales promotion, digital marketing era, promotion mix, marketing tools, marketing performance

Purchase Intention in the Fashion Industry on Local and International E-Commerce in Indonesia

The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customers perceptions in Indonesia to capture customers’ purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in both e-commerce.

Purchase Intention in Fashion Industry on Local and International E-Commerce in Indonesia

The purpose of this research is to examine the impact of the two categories of sales promotional tools (monetary and non-monetary) on purchase intention with the consideration of consumers’ perceived quality for fashion products in local and international e-commerce. As the competition between local and international e-commerce is increasingly fierce, it requires an appropriate sales promotion strategy that is in accordance with customers perceptions in Indonesia to capture customers’ purchase intention. This research is purely quantitative by using primary data through distributing online questionnaires to customers who have shopped fashion products in local or international e-commerce. Path analysis was used to verify the conceptual model and hypotheses in this research. This research confirms that sales promotions (both monetary and non-monetary) affect customers’ perceived quality of a product in both e-commerce.

Influence of the perceived benefit of a social network-based sales promotion on the perceived quality of a heritage complex

Purpose This study seeks to analyze the influence of the consumer's perceived benefits deriving from two different promotional incentives offered via social media on the perceived quality of the heritage complex.Design/methodology/approach A quasi-experimental study was carried out among online users, implementing two different promotional stimuli. Facebook was selected as the social network through which the promotional incentives were offered in the experiment. The sample was obtained via a panel of Internet users provided by Sondea Internet SL.Findings The results showed that the benefits perceived by the tourists will depend on the sales promotion type offered. On the one hand, free VIP pass was found to be mostly related to hedonic benefits that positively affect perceived quality. On the other hand, 2 × 1 offer would be perceived as a utilitarian benefit and is likely to exert a fairly negative effect on perceived quality.Practical implications Tourism managers and practitioners are encouraged to analyze the characteristics of certain types of sales promotions, as each promotional incentive bears different values and associated benefits. The findings of this study suggest managers and practitioners to implement non-monetary promotions to enhance brand equity and perceived quality. Thus, it is paramount for the managers of cultural institutions and heritage sites to trust in sales promotions which can be very helpful if they are designed carefully.Originality/value This study pioneers the analysis of the impact of the benefits associated with different typologies of sales promotions on social networks on the perceived quality of a heritage site.

Effect of price and promotion on customer loyalty of domestic and export coal in the time of the COVID-19 pandemic

This study was conducted to determine the effect of price and promotion on the loyalty of domestic and export coal customers during the COVID 19 pandemic at PT Bukit Asam, Tbk. The population in this study were all domestic and export coal consumers who made purchases during the COVID-19 pandemic at PT. Bukit Asam, Tbk in 2020 as many as 58 companies. Determining the sample in this study uses a purposive sampling technique. With consideration to save time and effort and get more accurate results, the number of samples used in this study was 100 respondents distributed through distributing questionnaires. The multiple linear regression analysis results show that price has a positive and significant effect on customer loyalty for domestic and export coal during the COVID-19 pandemic at PT Bukit Asam, Tbk. Sales promotion positively and significantly affected customer loyalty for domestic and export coal during the COVID 19 pandemic at PT Bukit Asam, Tbk. The price variable is expected to make adjustments in determining the price of coal by surveying competitors who sell coal. In the sales promotion variable, it is expected that the company can improve in doing more attractive advertising.

The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market

The purpose of this research is to analyze the influence of social media marketing on small market purchase decisions and to analyze the influence of the store environment on small market purchase decisions. The study also analyzes the influence of sales promotion on small market purchase decisions as well as the effect of perceived value on small market purchase decisions. The study uses a quantitative method and data collection is performed by distributing questionnaires to 170 respondents who have bought goods in the small market. The research method in this study uses structural equation modeling (SEM) analysis using SmartPLS software. The results of this study reveal that all independent variables have some positive effects on consumer buying decisions. More specifically, the variables of small market environmental conditions, sales promotions, and profit values have significant influences on consumer buying decisions, while social media marketing variables has no significant effect on consumers' buying decisions.

Socially Responsible Target Marketing and Marketing Communications – Concerns and Initiatives

Companies are in business to generate revenues and profits and achieve business excellence. Now-a-days, companies are becoming sensitive towards their social responsibilities of ensuring not only consumer welfare but also the welfare of all stakeholders including the society at large. Companies do target marketing and marketing communications to communicate about their offerings to target markets. They adopt socially responsible target marketing, marketing communications, and advertising campaigns. Various issues in advertising campaigns include deceptive advertising, and unethical practices in fashion advertising and in cosmetics industry. Companies adopt advertising campaigns for social causes, socially responsible sales promotion, and personal selling. Companies should ensure consumer privacy, safety, and security. Various stakeholders want to be assured that businesses care about their welfare. Businesses should ensure consumer welfare and welfare of the society at large. This will allow them to achieve business excellence and stay ahead in the competition.

Strategi Komunikasi Pemasaran Online Shop “Youth_Millennial” dalam Meningkatkan Kesadaran Merek dan Penjualan

Dunia fashion tidak pernah berhenti berputar sejak dulu dan terus meningkat hingga kini. Saat ini pasaran produk fashion tetap bergairah, khususnya pada brand clothing line yang memasarkan produknya melalui berbagai platform media sosial yang popular di kalangan generasi muda. Demikian pula yang terjadi pada merek clothing line Youth Millenial yang menyasar kaum muda. Berdasarkan hasil yang diteliti, Strategi Komunikasi Pmeasaran Youth Millenial ditujukan untuk meningkatkan brand awareness dan sales di kalangan anak muda melalui media sosial dengan menggunakan metode SOSTAC (Situation Analysis, Objective, Tactic, Action, Control) dan strategi IMC (Integrated Marketing Communication). Adapun strategi yang digunakan oleh Youth Millenial adalah: bazar, sales promotion, endorsement, kompetisi foto, dan personal selling.

Peran Sales Promotion dan Brand Equity dalam Memengaruhi Re-purchase Intention Produk Fashion di Marketplace

Indonesia's e-commerce growth in 2020 has increased quite a lot compared to 2019. Fashion is rising and safe to shop online at Indonesian e-commerce and Shopee as one of the largest E-commerce in Indonesia. Erigo, as a local Indonesian brand, competes with competitors to get customers repurchase intentions. The article examines the impact of sales promotion and brand equity on customer intention to repurchase Erigo local brand products by studying the Shopee marketplace. The sample of this research is respondents who have purchased Erigo products at Shopee. This primary data was collected by questionnaire and observation. Data analysis with multiple linear regression and sample used was 121 respondents. The sampling method used nonprobability sampling, and the sampling technique was judgmental sampling. The results showed that Sales Promotion and Brand Equity had a significant influence on the repurchase intention of Erigo products. This study recommends Erigo to maintain brand equity. Erigo also must keep their unique promotions, such as low prices at the end of the month and get free items for the purchase. Erigo can also use the findings for its brand evaluation.

BAURAN KOMUNIKASI PEMASARAN TOKO ANGENTYAS DI KABUPATEN TEMANGGUNG (DESKRIPTIF KUALITATIF BAURAN KOMUNIKASI PEMASARAN TOKO ANGENTYAS DI KABUPATEN TEMANGGUNG)

Artikel ini bertujuan untuk mengetahui dan menjelaskan bauran komunikasi pemasaran yang dilakukan oleh toko Angentyas di Kabupaten Temanggung. Metode penelitian yang digunakan adalah metode deskriptif kualitatif. Teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan dokumentasi. Selanjutnya data yang diperoleh diolah dan dianalisis menggunakan teori pengetahuan persuasi (persuasion knowledge model theory) serta bauran komunikasi pemasaran (marketing communication mix). Hasil penelitian ini menyimpulkan bahwa bauran komunikasi pemasaran yang dilakukan oleh Toko Angentyas berhasil dalam meningkatkan penjualan produk peralatan rumah tangga dengan menggunakan teori pengetahuan pengalaman owner dalam merintis usaha, dengan pengalaman berbelanja online membuat mereka terus mendalami e-commerce guna memajukan bisnis. Toko Angentyas berusaha menerapkan bauran pemasaran (marketing mix) 7P, yakni: 1) Product (produk). 2) Price (harga). 3) Place (tempat). 4) Promotion (promosi) dengan menerapkan promotion mix seperti Advertising (periklanan), Sales promotion (promosi penjualan), Direct marketing (pemasaran langsung), Public relation (hubungan masyarakat), Internet marketing (pemasaran melalui internet). 5) People (partisipan/orang). 6) Process (proses). 7) Physical evidence (lingkungan fisik).Kata kunci: Teori Pengetahuan Persuasi, Bauran Komunikasi Pemasaran, Bauran Promosi, Toko Angentyas