“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€

Gusti Kurniah Putra, Indrawati Indrawati

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

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