The Influence of Promotional Mix Toward Customer Buying Decision in the Z Minimarket
| Main Authors: | Rahma, Arina Sabila; School of Business and Management, Institut Teknologi Bandung, Qastharin, Annisa Rahmani; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Proceedings of International Conference on Management in Emerging Markets (ICMEM) SBM ITB
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4720 https://journal.sbm.itb.ac.id/index.php/ProceedingSBMITB/article/view/4720/1610 |
Daftar Isi:
- In Puri Indah Sidoarjo, there is a local minimarket, named Z. In running the business, Z experienced a lack of promoting its product or service to all of the target markets. The team also cannot ensure whether the promotion that is done is effective enough or not, while actually effective promotion is very needed by a company to ensure the information that wants to be delivered to customers is well conveyed and accepted. Therefore, this research is conducted to evaluate the influence of Z’s promotional mix on the customer buying decision through customer perception, customer attitude, and purchase intention. Data is collected through questionnaires and analyzed using PLS-SEM and Kruskal-Wallis Test. The results show that there is a significant positive influence of the advertising (A) to customer perception (CP); of sales promotion (SP) to customer perception (CP); of customer perception (CP) to customer attitude (CA); of customer attitude (CA) to purchase intention (PUI); and of purchase intention (PUI) to customer buying decision (CBD). With the results obtained, this study could help Z to select the promotional mix strategy that should be continued and developed by Z. Keywords: Customer Attitude, Customer Buying Decision, Customer Perception, Promotional Mix, Purchase Intention, Z