“impact Of Hedonic And Utilitrian Benit Of Sales Promotion To Customer Loyalty In Retail Industry In Indonesia (case Study : Sogo Department Store Customers In Indonesia)â€
Abstract
This research tested whether the benefits of sales promotion had positive impact toward customer loyalty. Saeed et al and Pierre Chandon are the researcher that conduct the benefit of hedonic and utilitarian benefit of sales promotions towards customers loyalty. This study using descriptive analysis and multiple regression method and using Questionnaire as data collection method. Purposive sampling is used as a sampling technique with 150 respondents of sogo department store customers.
Keyword: Sales Promotion, Utilitarian benefit of sales promotion, Hedonic Benefit of sales promotion, Customers Loyalty
References
Ardianto, Elvinaro. (2010). Metodologi Penelitian untuk Public Relations: Kuantitatif dan Kualitatif. Bandung: Simbiosa Rekatama Media
Ada Diskon. (2014). Promosi SOGO. (Online). Available at: http://www.adadiskon.com/search.html (25 february 2014)
Babin, Barry J., William R. Darden, and Mitch Griffin (1994), “Work and/Fu: measuring Hedonic and Utilitarian Shopping Value,”Journal of Consumer Reaserch”.
Badan Pusat Statistik indonesia. (2014). BPS PDB indonesia 2013. (Online). Available at: http://ekonomi.inilah.com/read/detail/2071210/bps-pdb-triwulan-iv-2013-turun-14 (Online) ( 26 January, 2013)
Case,K.E., & Fair, R.C. (2009). Principles of Economics. (9th edition) USA: Pearson
Chandon, Pierre (2000). A Benefit Congruency Framework of Sales Promotion Effectiveness. UK: London
Chandon, P., Wansink, B. & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64 (4), 65-81.
Cooper, D.R, & Schindler, P.S, (2011) Business Research Methods (11 th edition), McGraw-Hill Companies, Inc.
Dodson, J. A., & Taybout. (2001). Impact of Deals and Deal Retraction on Brand Switching. Journal of Marketing Research .
GBGIndonesia. (2012). The rise of modern retail outlets. (online). available at: http://www.gbgindonesia.com/en/services/article/2011/the_rise_of_modern_retail_outlets. php (Online) (19 February, 2014).
Griffin, J.(2009). Customer Loyalty: how to Earn It, How to Keep it. Australia: John Willey and Sons,Inc
Hair,joseph,F. Black,William, C. Babin, Barry/ Anderson,Rolph. (2010) “Multivariate Data Analysis” . Newyork: Pearson.
Investinanswer. (2001).Compound Annual Growth Rate. (Online). Available at: http://www.investinganswers.com/financial-dictionary/investing/compound-annual-growth-rate-cagr1096 (24 february, 2014)
IndonesianCommercialNewsletter. (2011). Perkembangan Bisnis Retail Di Indonesia. (Online). Available at: http://www.datacon.co.id/Ritel-2011ProfilIndustri.html. (24 February 2014).
Kumar, V., & Shah, D.(2004). Building and Sustaining profitable customer loyalty for 21st Century. Journal of Retailing
Kotler, P. And Keller, K. (2012). Marketing Management, (14thed.).New Jersey: Prentice Hall
Katalog Promosi. (2014). Promosi SOGO. (Online). Available at: http://katalogpromosi.com/category/department-store/sogo (24 February 2014)
Kwok, S., Uncles, M. (2005). Sales promotion effectiveness: the impact of consumer differences at an ethnic-group level // Journal of Product and Brand Management, Vol. 14, No. 3, March.
Maholtra, N,. (2010). Marketing Research. (6thed). New Jersey: Pearson Prentice Hall
MAPI Annual Report, (2009 - 2013). Pt. Mitra Adi Perkasa and Its Entities Annual Report. Company Annual Report.
Omotayo, Oyenini. (2011). Impact of Sales Promotion on the Consumer Loyalty in the Telecommunication Industry in Nigeria.
Reuters. (2014). Indonesia's Dec retail sales post highest growth in 5 months. (online).available at: http://www.reuters.com/article/2014/02/11/indonesia-economy-retail-idUSJ9N0IR01420140211 (24 (online) (24 February, 2014)
Salajegheh, Golpasandbaskiaei (2013). Investigate the Relationship between Promotional and Persuasive Activities with the amount of Customer Loyalty of Tejarat Bank branches in Bandar-e Abbas. (online) ) (24 February, 2014)
Schiffman L,. Kanuk L,. (2007). Consumer behaviour (9thed) : New Jersey: Prentice Hall
Seed, R., Nisar, F., Lodhi, R.N., Ahmad, M., & Asyad, H.M.2013.Impact of Sales Promotion on Consumer Loyalty in The Telecomunication Industry in Pakistan.Journal of Basic and Applied Scientific Research, 3:5:901-907.
Sekaran, Uma and Roger Bougie. (2010). Research Method for Business: A Skill Building Approach. Chiches: John Wiley & Sons
Strahilevitz, M. and Myers J. G. (1998) Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell, Journal of Consumer Research, 24, 4, 434–46.
Sugiyono. (2011). Metode Penelitian Kombinasi (Mixed Methods). Bandung Indonesia : Alfabeta.
Suryamin. (2014). Badan Pusat Statistik (BPS) melaporkan Produk Domestik Bruto (PDB) pada triwulan IV 2013 mengalami penurunan sebesar 1,42%. (online). Available at: http://ekonomi.inilah.com/read/detail/2071210/bps-pdb-triwulan-iv-2013-turun-14 (24 February 2014).
Tjahyadi, R.A.2006. Brand Trust Dalam Konteks Loyalitas Merek:Peran Karakterstik Merek, Karakteristik Perusahaan, Dan Karakteristik Pelanggan-Merek. Management Journal
Trading economics. (2014). Annual GDP of indonesia. (online). available at: http://www.tradingeconomics.com/indonesia/gdp-growth-annual (Online) (24 February 2014 )
Wiji Sicily Sri Astuti, Erna Wahyuningsih, Endah Winarti (2014). Pengaruh atmosfer toko dan Promosi Penjualan Terhadap Loyalitas Pelanggan Centro Department Store Di The Plaza Semanggi. (Online) (24 February 2014 )
Zeithaml, V,. Bitner M,. Gremler D,. Services marketing. (2009). New York: McGraw-Hill.
Zikmund, W G,. Babin B J,. Carr J C,. Griffin M,. (2010). Canada: South-Western, Cengage Learning.
