This research aims to analyze the effect of security, sales promotion, and e-service quality on customer loyalty of OVO e-wallet users in Kudus City. This research uses a type of field research or a ...quantitative approach. The research population is OVO e-wallet users in Kudus City, whose total is not known with certainty. The sampling technique used in this study used accidental sampling with 100 respondents of OVO e-wallet users in Kudus City. The data collection technique used is a questionnaire, and the analysis technique is multiple linear regressions with the help of the SPSS version 26 program. The results showed that security positively and significantly affects customer loyalty. Sales promotion positively and significantly affects customer loyalty. E-service quality positively and significantly affects customer loyalty. Security, sales promotion, and e-service quality significantly simultaneously affect customer loyalty. Companies can use this research as a source of information used to improve security, sales promotion, and e-service quality so that OVO e-wallet customer loyalty can also increase.
Sales Promotion Girl (SPG) chooses to become a Commercial Sex Worker (Hookers) with reason. In the process of choosing a side job, lifestyle, daily needs, and paying debts/installments play an ...important role. This study aims to reveal the rational choice of Sales Promotion Girls (SPG) who make themselves Commercial Sex Workers (Hookers) outside working hours. The research design is a qualitative interpretive with a case study approach. Data was collected through observation and in-depth interviews with 5 (five) informants who chose side jobs as Commercial Sex Workers (Hookers). Researchers use James S. Coleman's rational choice theory to explain this phenomenon by looking at the aspects of resources, collective behavior, sacrifices, and rewards. The data processing technique uses the case study data analysis method. Lincoln and Guba (1985) state that a case study is an in-depth and detailed study of everything related to the research subject. The results of this study indicate that the rational choice of a Sales Promotion Girl (SPG) who chooses to become a Commercial Sex Worker (Hookers) is more influenced by life's problems and the need for life values than mere material desires. Keywords: Sales Promotion Girl (SPG); Commercial Sex Workers (Hookers); Rational Choice
Despite the extensive resources allocated to sales promotions, managers are still often unsure which combinations of promotion attributes, in what circumstances, will be most effective in achieving ...their marketing objectives. This problem has intensified as more firms move online and engage in frequent promotions. We conduct two empirical studies using field data from hundreds of online campaigns to identify the significant interactions that lead to an immediate sales effect. We adopt a boosted tree (BT) approach to investigate how promotional attributes can be aligned with one another and with other contextual variables to achieve synergy, and propose a parametric test to assess the statistical significance of these interactions. Our findings provide valuable insights into effective promotional designs. We also compare the proposed approach with various machine learning methods to demonstrate the merit of the BT approach and its potential applications for strategic configurations in business and marketing.
Mulawarman University have the largest number of students in Kalimantan (37,000). This amount has the potential to be smokers supported by the non-realization of non-smoking areas in all faculties ...and the high circulation of cigarettes through the mobilization of street vendors and retail franchises. The purpose of this study was to find out the dominant factors influencing cigarette sales in the environment of street vendors in Mulawarman University. The design of this study is quantitative research to analyze the correlation between cigarette sales figures, types or brands of cigarettes, attributes and types of cigarette promotion media, knowledge and smoking behavior of street vendors. Statistical analysis on ordinal data using the Spearman analysis test, nominal data using contingency coefficients and ratio data using Pearson analysis. The results of this study are the average cigarette sales per day is 311 cigarettes with the highest cigarette sales is 1760 cigarettes, the type of cigarette promotion media is (55%) banners. The variables that have correlation to cigarette sales are types of cigarette sales places (p = 0.047, R = -0.257); the use of media promotion display (p = 0.002, R = 0.390) and profits from selling cigarettes in rupiah nominal (p = 0.000, R = 0.557). Limiting cigarette promotions around the campus and increasing regulation of non-smoking areas at the maximum is needed.
Keywords: Sales promotion, cigarettes, smoking behavior
Abstract
Based on the evaluation of partial research results the aim of the presented paper is to find out current state of using consumer-oriented sales promotion tools at the organic food market in ...Slovakia and the Czech Republic and to suggest recommendations for improvement. We conducted primary quantitative research by inquiry method via standardized online questionnaire. The research results reveal that the most used consumeroriented sales promotion tools are information materials, merchandising and multipacks. Business entities focus on the non-monetary sales promotion. The results point to insufficient implementation of sales promotion tools at the organic food market and probably low interest of business entities to them.
We investigated and compared the effects of 2 forms of sales promotion, namely, price discounts and bonus packs, on online impulse buying. Participants were 280 undergraduate business students at a ...Chinese university, who responded to a promotion on a mock website. Previous researchers
have shown that bonus packs have a greater impact on offline impulse buying than do price discounts. However, our findings were different in the online impulse buying context, in which price discounts resulted in greater impulse buying intention than did bonus packs when the product was hedonic,
and bonus packs were a more effective sales promotion than price discounts when the product was utilitarian. In addition, price discounts resulted in greater impulse buying intention than did bonus packs when the product was inexpensive, whereas bonus packs were a more effective sales promotion
than were price discounts when the product was expensive.
Celotno besedilo
Dostopno za:
DOBA, FSPLJ, IZUM, KILJ, NUK, PILJ, PNG, SAZU, SIK, UILJ, UKNU, UL, UM, UPUK
The emergence of live-streaming commerce has fueled the phenomena of impulse buying. However, existing understanding of this phenomenon is relatively limited. In this study, we adopted the ...stimulus-organism-response (SOR) paradigm to create an influence mechanism of impulse buying behavior in live streaming shopping. We investigated the influence of social presence and sales promotion (stimuli) on impulse buying behavior (response) through flow experience (organism). In addition, we also examined time availability and money availability, two situational variables, as moderators of flow experience and impulse buying behavior. To explore the factors that contribute to consumers’ impulse buying behavior, an online survey (n = 375) was done in China. The empirical findings indicate that social presence and sales promotion positively affect flow experience, subsequently triggering consumers’ impulse buying behavior in live streaming. The results also indicated the positive moderation of money availability and time availability. Theoretically, the findings contribute to live- streaming commerce literature and impulse-buying literature. The findings also provide insightful managerial implications for live-streaming merchants to better understand impulse buying behavior to develop an effective marketing strategy.
E-commerce has become an integral part of people's daily lives due to the extensive use of the Internet. Moreover, customers' positive emotions are the good feelings that a person has because of ...their mood or good circumstances. These can include happiness, love, liking, pleasure, or joy. This study proposes to provide an analytical framework that includes factors (sales promotion, hedonic shopping motivation, and personalization) that affect positive emotions, which in turn affects the customers' intentions to make purchases and their actual behavior within the context of e-commerce platforms. This study used the cognitive emotion theory and emotion-action tendency connection as a theoretical framework. Convenience sampling was used in an online survey to collect data from 294 clients. The findings discovered that consumers' positive emotions in e-commerce platforms in Vietnam were affected favorably by key factors such as sales promotion (β = 0.502), hedonic shopping motivation (β = 0.217), and personalization (β = 0.207). Out of these factors, sales promotion (β = 0.502) was found to have the most favorable impact on customers' pleasant feelings. In the same way, customers' pleasant emotions (β = 0.758) had a strong positive influence on their inclination to shop. Furthermore, their shopping intention (β = 0.822) also had a considerable positive influence on their behavior. The study's results may help online retailers fully understand the determinants that affect customers' pleasant feelings, shopping intentions, and behavior. With this knowledge, online stores will be able to improve how they sell products.
Promotions are frequently deployed by firms in service intensive industries like tourism as a way to boost numbers like visitation and occupancy in times when excess capacity may be anticipated. ...While promotions may indeed augment revenues and other accounting measures commonly used by tourism firms to assess the success of marketing interventions, the impact of these sales tools on long-run finance-based indicators remains largely unexplored. Exploiting a rich dataset consisting of over 300 corporate level hotel promotions spanning nearly three decades, this study shows that promotions can be detrimental to long run performance of tourism firms. This erosion of the market value is particularly acute for promotions that involve tangible monetary components, such as price discounts. While this result supports the tenets of the hierarchy-of-effects theory and prospect theory, the observed effects of the tangible component of sales promotion entail an extension of these theoretical approaches to an intangible environment.
Customer loyalty is very important in a very tough business competition because loyalty will benefit the company's long-term development. To get customer loyalty, companies need to do the right ...marketing strategy so that it can affect customer loyalty. The purpose of this study is to analyze the influence of advertising, sales promotion and service quality on customer loyalty at Bank Jatim Indonesia, Branch of Dr. Soetomo Hospital Surabaya. The population in this study was 2,155 customers, the number of samples using the Slovin formula was 96. The data analysis technique used was multiple regression analysis. The research results are: 1) There is an influence of advertising on customer loyalty at Bank Jatim Branch of Dr. Soetomo Hospital Surabaya, 2) There is an influence of sales promotions on customer loyalty at Bank Jatim Branch of Dr. Soetomo Hospital Surabaya, 3) There is an influence of service quality on customer loyalty at Bank Jatim Branch of Dr. Soetomo Hospital Surabaya, 4) There is an influence of advertising, sales promotion and service quality simultaneously on customer loyalty at Bank Jatim Branch of Dr. Soetomo Hospital Surabaya, 5) Among the variables of advertising, sales promotion and service quality, the sales promotion variable has a dominant influence on customer loyalty at the Bank Jatim Branch of Dr. Soetomo Hospital Surabaya.
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