Organizations employ loyalty programs to entice customers to repurchase their products and services. One popular promotional tool is the award of loyalty points. For this promotion to be effective, ...customers need to redeem these points. Currently, researchers opine that customers tend to stockpile these points. This study investigates customers’ point redemption behavior in an omni-channel environment and posits that point redemption is a two-stage decision: whether to redeem and how many points to redeem. In the first stage, the results show that purchasing through PC channel positively impacts the probability of redeeming the points. However, in the second stage, purchasing through the mobile channel has a positive effect on the number of points redeemed. In an omni-channel world, different channels complement each other by enhancing the effectiveness of various marketing activities. Findings of this research highlight the role played by the online channels in encouraging customers’ point redemption behavior.
The purpose of this service is to help business owners choose the right form of business, besides that, with the existence of business legalization, it can support home businesses to develop ...themselves and survive in business situations that are full of uncertainty. The method of implementing community service is carried out by providing assistance where information is provided regarding business legalization and the requirements that need to be prepared to obtain legalization, besides watching watching together is carried out as part of learning by looking at examples of other successful businesses. The community service participants are all young people who are included in the bamboo craftsmen group in Koloh Berora Hamlet. The business legalization chosen by the business owner is CV, the business legalization arrangement is carried out in the City of Mataram, because the bureaucracy in North Lombok has not been able to properly facilitate the legalization of the business. The craftsmen group put up signs as an effort to market their products, in line with the directions that have been given.
•Asymmetric brand alliances (ASA) are alliances between strong and weak brands.•Prior research shows weak brands may benefit from an ASA.•However, ASA makes brand more salient over other ...attributes.•A focus on brand actually hurts the weak brand in an ASA.•Perceived extent of alliance integration between the brands moderates the effect.
Research on brand alliances has generally shown favorable outcomes for partnering brands among comparably strong brands. Recently, some retailers have offered promotions that pair a strong brand with a weak brand, with the goal of helping the weak brand. What is unique about these promotions is that the strength of the alliance integration is very low. The present research was designed to address the question of whether such asymmetric brand alliances—bundling a weak brand with a strong brand as part of a joint sales promotion—can benefit the weak brand through a transfer of positive associations from the strong brand. We show that not only do such partnerships fail to help the weak brand, they can actually hurt the weak brand by increasing the salience of the brand contrast in consumers’ decision-making process. We also show that alliance integration moderates the transference of the association’s effect.
Quick Response (QR) codes are widely employed in promotional campaigns worldwide. Adding a QR code to an advertisement increases visual design complexity, yet there remains little research on its ...impact on consumers. Drawing upon relevant marketing and psychology theories, we address how curiosity, visual design complexity, and perceived fit jointly affect consumers' QR codes scan intention. We hypothesize that highly curious consumers are likely to be more attracted to visually complex advertisements, thereby demonstrating greater scan intention. However, slightly curious consumers may feel overwhelmed by visual design complexity, but are likely to be more attracted to a good perceived fit between the QR code advertisement and the brand, which overcomes the negative effects of visual design complexity, leading to greater scan intention. The experimental findings support our main predictions. We conclude by discussing theoretical and managerial implications, recognizing important limitations, and suggesting future research directions.
The hospitality and tourist industries depend on homestays and accommodations. Different factors, i.e., promotion strategies, service quality, cleanliness, and perceived health risks, influence ...tourists' repeat purchase intention for accommodation. This study highlights different variables influencing domestic tourists' accommodation repurchase decisions in Malaysia. Around 304 respondents from this quantitative survey are tourists who have already experienced choosing their accommodations during travel. Statistical Packages of Social science software (SPSS-23.0) were used to examine the data through multiple regression and descriptive approaches. The finding suggests that promotion, and services, can positively affect visitors' purchasing decisions. However, there is a negative but statistically significant link between perceived health risk and repurchase decisions. Furthermore, the result revealed that the predictors of purchase decisions significantly influence selection. This study observed the undervalued quality of services and facilities provided by the hotel industry. The results identified that sustainable practices could enhance the impressive recovery of the tourism industry during and after the pandemic. Furthermore, cleanliness and cost are vital to be considered a primary quality service factor, reducing the perceived health risk, even if there is a pandemic. The study suggested that lodging providers could upgrade on-site facilities and acquire better promotion strategies. The study's conclusions can increase satisfaction to avoid health risks in any circumstance and promote tourism.
Latar Belakang : Penggunaan high heels dengan tinggi diatas lima sentimeter, membuat posisi kaki dalam keadaan plantar fleksi. posisi ini dapat memicu terjadinya kontraksi pada otot ...gastrocnemius secara terus-menerus untuk mempertahankan posisi berdiri yang seimbang sehingga ketegangan pada serabut otot meningkat dan membuat otot gastrocnemius menjadi tegang sehingga menimbulkan rasa nyeri. Tujuan : Mengetahui hubungan masa pemakaian high heels terhadap nyeri otot gastrocnemius pada karyawan sales promotion girl di kota Malang. Metode Penelitian : Penelitian ini menggunakan metode observasional analitik dengan pendekatan cross sectional study. Responden dalam penelitian ini adalah karyawan sales promotion girl di Ramayana Dinoyo Malang, instrument yang di pakai adalah kuisioner nordic body maps, analisa data menggunakan uji Spearman. Hasil : Berdasarkan hasil uji spearman didapatkan nilai sig.(2-tailed) sebesar 0,010 sehingga lebih kecil dari alpha <0,05 dengan keterangan H0 ditolak dan H1 diterima. Dari hasil tersebut dapat disimpulkan bahwa ada hubungan masa pemakaian high heels terhadap nyeri otot gastrocnemius pada karyawan sales promotion girl di kota Malang. Kesimpulan : Terdapat hubungan masa pemakaian high heels terhadap nyeri otot gastrocnemius pada karyawan sales promotion girl di kota Malang.
Tujuan penelitian ini yaitu mengetahui aktivitas sales promotion dan field marketing chatime Indonesia untuk menciptakan brand experience pada perusahaan. Jenis Penelitian ini adalah kualitatif. ...Subyek penelitian ini yaitu Perusahaan Chatime Indonesia. Sumber data berasal dari pengumpulan data melalui studi literatur guna untuk memperoleh informasi sehingga menjadi data untuk menemukan jawaban. Teknik analisis data dengan menggunakan teknik analisis data kualiatif dengan menganalisis berbagai sumber yang digunakan untuk dipaparkan. Dibanding brand serupa lainnya memang perusahaan Chatime di instagram bisnisnya (@chatimeindo) terlihat paling sering mengadakan sales promotion baik itu diskon, pemberian voucher, giveaway, dan lainnya. Tak hanya menggunakan strategi sales promotion, Chatime Indonesia juga menggunakan field marketing untuk menunjang startegi penjualan produknya. Sebelum pandemi terjadi di Indonesia pada awal tahun 2020, Chatime aktif menyelenggarakan beberapa event di pusat perbelanjaan atau kampus. Dalam event tersebut biasanya juga akan menggunakan strategi sales promotion berupa penawaran hadiah (permainan), minuman gratis, hingga voucher yang nantinya dapat ditukarkan oleh produk Chatime. Setelah konsumen tertarik melakukan pembelian dari strategi sales promotion dan field marketing tentunya akan muncul brand experience. Brand experience tersebut dapat dirasakan secara langsung ataupun tidak langsung saat konsumen melihat iklan di Instagram @chatimeindo.
Variations in sales promotion in e-commerce impact online purchase decisions. Managers of e-commerce marketplaces must comprehend the effects of sales deviations on purchase decisions. We categorize ...sales promotion changes as either recognisable or unrecognisable to the consumer. We used the stimulus-organization-response model to assess the influence of diverse sales promotions influence consumer purchase decisions via the perceived attractiveness of the product. Using data from 587 online consumers we discovered distinct impacts between recognisable and unrecognisable changes on perceived attractiveness and purchase intention. Additionally, product value moderates these effects. Current research provides valuable insights with interesting theoretical and managerial implications.
Technological advances have allowed companies to reach consumers 24 h a day, but a challenge in making use of consumers’ time of day exists. The present research investigates the effect of time of ...day on consumer evaluations of bonus pack and free gift promotions. Results from four studies reveal that consumers perceive bonus packs as more favorable than free gifts in the morning but not in the afternoon. Consumers’ self-perception as smart shoppers is identified as the psychological process explaining this discrepancy. A new perspective in understanding consumers’ dynamic time-bound evaluations of sales promotion and managerial implications for designing, targeting, and communicating nonmonetary promotions are discussed.
The typical firm invests 20% of its promotional budget on sales promotions in an effort to drive short-term sales, Limited insight into the differential impacts of various sales promotions as well as ...the conditions under which they are most effective in lifting the sales of new products remain despite the rich body of research on sales promotions in the marketing literature. This research seeks to address these gaps by demonstrating the effects of two types of sales promotions on high-value consumer durable goods. Specifically, we investigate the effects of cash rebates and financing incentives on consumer perceptions of value and sales across luxury and mass goods in the automobile industry. Our findings suggest that although both categories of promotional strategies are effective sales booster, cash rebates are more effective in the mass market while financing rates offer significant new product sales benefits in the luxury market.
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