ABSTRACT: This study focuses
especially on the Behavioral Influence Perspective of the non-psychological
approach that is still rarely performed. The purpose of this study is to test
and to prove empirically whether there are differences in responses based on
the difference between the coupons value and the expiration period of coupons.
This is conducted in order to determine the conditions when the coupons are
effective as a means of sales promotion. The samples of this research are 300
participants and 25 participants for the control group. The research results
indicate that instant coupon for all coupon values, and non instant coupon with
25% of the product total value, with a maximum period of 7 days before the
expiry date, will have a positive impact when they are given to new customers.
Keywords: Coupon Value,
expiration period of coupons, Interaction between coupon value and expiration
period of coupon, Instant Coupons, non instant coupons
Penulis: M. Riza Firdaus
Kode Jurnal: jpmanajemendd100044
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