SARI, SILVIA KARTIKA (2015) PERAN PROMOSI PENJUALAN DALAM MEMPENGARUHI PENGAMBILAN KEPUTUSAN PEMBELIAN PADA KONSUMEN TOKO BUKU MURAH ONLINE SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
In the bussiness scenario, various promotional techniques are used by the marketer for influencing the purchase decision of their consumers. Sales promotion are the part of promotional mix has been used to increase sales and stimulate consumer purchase decision. The purpose of this study has been made to find out the various sales promotion tools to influence purchase decision in toko buku murah online Surabaya. This study used a qualitative approach. Data was collected through semi-structured interviews and observation directly to the object of research with totalling 6 informants. The informants are buyers of the product in toko buku murah online Surabaya. The analytical technique used in this study is a descriptive explanatory by using triangulation promotion theory. The result shows that among the various sales promotion tools: discount and member card are the most influencing unit for consumer purchase decision. Keywords : sales promotion, purchase decision, discount, member card, toko buku murah online
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.82 - SALES PROMOTION |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 27 Apr 2017 09:49 |
| Last Modified: | 27 Apr 2017 09:49 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/969 |
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