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Analyzing the effectiveness of promotions strategy towards consumer loyalty (a case study of ak.'SA.ra bookstore)

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The purpose of this research study is to evaluates the effectiveness of (Ak.sa.ra) promotion strategy in order to maintain consumer loyalty and to identify the set of promotional tools that (Ak.sa.ra) use to communicate effectively to the consumer.The research study use descriptive and causal research design, that involves observing and describe data of (Ak.sa.ra) promotion strategy and also used multiple regression model. The data collection methods are from primary and secondary data, analyzed through IBM SPSS 20. Based on the research study it stated that there are 4 independent variables of Integrated Marketing Communication (IMC), that consist of sales promotion, direct marketing, advertising, and public relation. From the research result it can be proven that 2 variable of promotion strategy has significantly influence in maintaining consumer loyalty which is sales promotion and direct marketing. Therefore it is highly recommended that (Ak.sa.ra) should focus on promotion strategy through sales promotion and direct marketing.

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Availability

B01201

(wh)

Available

Detail Information

Series Title

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Call Number

1201

Publisher

: Swiss German University., 2012

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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Other version/related

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