Impact of sales promotion strategy: sogo spring in pink sale to stimulate customer buying decision
In today's world of business, competition has become tightened with new players coming to the market and offering new product with fresh ideas and innovations. In order to survive in tough competition, SOGO Department Store as one of the market leader in retail industry in Asia has to come up with new fresh ideas of marketing strategy. Especially the appropriate marketing strategy will improve the company's profitability in a tough market in Indonesiarnrn Understand to fact that revenue in department store mainly is driven by customer visit and number of purchase, therefore it come to my research interest to find the relationship between department store selling activities with the willingness of customer to purchase at both SOGO Pondok Indah Mall 2 and SOGO Plaza Senayan. The research objectives of this research are to know the impact of sales promotion- we found out the selling activities at department store is called as sales promotion programs. The sales promotion at recent time is counting as the influencer towards the customer buying decision because sales promotion is believed to be an effective way to improve the company's sales in the short-term period. This research took place in SOGO Pondok Indah Mall 2 and SOGO Plaza Senayan to find which of the SOGO Department Store -Pondok Indah Mall 2 and SOGO Plaza Senayan that has higher correlations power between sales promotion and customer buying decision.
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