The Effect of Sales Promotion and Customer Satisfaction on Interest to Buy Gadgets
Article Sidebar
Main Article Content
Abstract
This study aims to examine the effect of sales promotion and customer satisfaction on the intention to buy gadgets in Gorontalo. Gadgets have become an important part of everyday life, and sales promotions and customer satisfaction have a significant role in influencing consumer buying interest in gadgets. The research method used is a survey using a questionnaire distributed to respondents who are gadget users. The sample of this study consisted of 127 respondents who were randomly selected from various regions in Gorontalo. The data collected was then analyzed using the linear regression method. The results of the study show that sales promotion has a positive and significant influence on the intention to buy gadgets. The more intensive the sales promotion carried out by the gadget company, the higher the consumer's buying interest in the gadget. In addition, customer satisfaction also has a positive and significant influence on the intention to buy gadgets. When customers are satisfied with the gadget products and services they use, they tend to have a higher purchase intention to acquire the gadget.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
D. Yulianto, A., & Febrianto, “Pengaruh promosi penjualan, kepuasan pelanggan, dan harga terhadap minat beli gadget Oppo di Bandung,” J. Ekon. Manajemen, dan Keuang., vol. 26, no. 1, pp. 18–30, 2021.
N. Rahmawati, L., & Hariani, “Pengaruh promosi penjualan dan kepuasan pelanggan terhadap minat beli gadget di era digital,” J. Ekon. Manajemen, dan Bisnis, vol. 7, no. 1, pp. 41–52, 2022.
A. Prasetyo and N. Widiastuti, “Pengaruh promosi penjualan dan kepuasan pelanggan terhadap minat beli gadget Samsung di Semarang,” J. Pemasar. dan Manaj. Bisnis, vol. 10, no. 2, pp. 128–140, 2023.
R. Mardiana and R. Hidayat, “Pengaruh promosi penjualan dan kepuasan pelanggan terhadap minat beli gadget Apple di Surabaya,” J. Bisnis dan Ekon., vol. 10, no. 1, pp. 67–79, 2023.
P. Kotler and G. Armstrong, Principles of Marketing. Pearson Prentice Hall, 2016.
L. G. Schiffman and L. L. Kanuk, Consumer Behavior. Pearson Prentice Hall, 2013.
Kotler and Keller, Marketing Management, 14th ed. Person Education, 2012.
Sugiyono, Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta, 2014.
T. H. Handoko, Organisasi Perusahaan, Teori, Struktur dan Perilaku. Yogyakarta: BPFE, 2012.
A. Haryanto, Perilaku Konsumen: Teori dan Praktik. Jakarta: Prenadamedia Group, 2015.
P. Kotler, G. Armstrong, V. Wong, and J. Saunders, Principles of Marketing. Pearson Prentice Hall, 2019.
W. J. Stanton, M. J. Etzel, and B. J. Walker, Fundamentals of Marketing. McGraw-Hill/Irwin, 2009.
AMA, Dictionary of Marketing Terms. 2007. [Online]. Available: https://www.ama.org/resources/Pages/Dictionary.aspx.
D. F. Cox, Marketing Management: Text and Cases. Prentice Hall, 2001.
H. Kartajaya, Marketing 4.0: Moving from Traditional to Digital. Gramedia Pustaka Utama, 2017.
F. Tjiptono, Strategic Marketing. Andi Offset, 2018.
R. Kasali, Manajemen Pemasaran. PT. RajaGrafindo Persada, 2018.
S. Kempa and T. Setiawan, “The Effect of Entrepreneurial Orientation on the Competitive Advantage through Strategic Entrepreneurship in the Cafe Business in Ambon,” Petra Int. J. Bus. Stud., vol. 2, pp. 109–118, Nov. 2019, doi: 10.9744/ijbs.2.2.109-118.
F. Tjiptono, Service Quality: Untuk Bisnis yang Kompetitif. Andi Offset, 2008.
P. Kotler and K. L. Keller, Marketing Management. Penerbit Erlangga, 2005.
Y. Sugiarto and R. Yulistiani, Manajemen Pemasaran Jasa. Graha Ilmu, 2013.
J. Supranto, Statistik: Teori dan Aplikasi. Penerbit Erlangga, 2001.
D. Mulyana, Komunikasi Antarbudaya: Suatu Pengantar. Rosdakarya, 2010.
U. Rahardja and W. Djajaatmadja, Pemasaran Jasa: Sebuah Pendekatan Manajemen. Salemba Empat, 2015.
C. H. Lin and Y. S. Chen, “The effects of sales promotion on consumer behavior: A study of luxury fashion brands in Taiwan,” J. Bus. Res., vol. 76, pp. 76–80, 2017.
Y. Li and H. Sun, “The impact of sales promotion on customer purchase intention: The mediating role of customer value perception,” J. Retail. Consum. Serv., vol. 53, p. 101993, 2020.
H. Zhang and X. Liu, “The effects of sales promotion on customer purchase intention: The moderating role of promotion proneness,” Int. J. Hosp. Manag., vol. 95, p. 102931, 2021.
A. D. Pratama and F. Tjiptono, “Pengaruh promosi penjualan terhadap minat beli konsumen smartphone di Indonesia,” J. Manaj. Pemasar., vol. 11, no. 1, pp. 21–32, 2017.
R. Setiawan and R. M. Hendarto, “Pengaruh promosi penjualan terhadap minat beli konsumen gadget di Jakarta,” J. Manaj. Pemasar., vol. 12, no. 1, pp. 15–24, 2018.
A. Sudarsono and D. W. Ariani, “Pengaruh promosi penjualan dan kepuasan pelanggan terhadap minat beli smartphone Xiaomi di Indonesia,” J. Manaj. Pemasar., vol. 13, no. 2, pp. 207–216, 2019.
R. D. Sari and Y. Rosidah, “Pengaruh promosi penjualan terhadap minat beli konsumen gadget di Surabaya,” J. Manaj. Pemasar., vol. 15, no. 1, pp. 55–65, 2021.
A. Yudhianto and E. Prasetyo, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Oppo di Indonesia,” J. Manaj. Pemasar., vol. 11, no. 2, pp. 159–172, 2017.
B. Pratama and A. Sukoco, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Xiaomi di Indonesia,” J. Manaj. Pemasar., vol. 12, no. 3, pp. 323–336, 2018.
A. Ramdhani and Y. Rizkianto, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Samsung di Indonesia.,” J. Manaj. Pemasar., vol. 13, no. 1, pp. 99–110, 2019.
R. Nurdianti and A. F. Azhar, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Realme di Indonesia,” J. Manaj. Pemasar., vol. 15, no. 2, pp. 166–178, 2021.
D. Gunawan and B. S. Putra, “Pengaruh kepuasan pelanggan terhadap minat beli gadget merek lokal di Indonesia,” J. Manaj. Pemasar., vol. 16, no. 1, pp. 37–48, 2022.
C. Wang and C. Yang, “The effect of customer satisfaction on smartphone repurchase intention: A mediation analysis of post-purchase factors,” J. Retail. Consum. Serv., vol. 34, pp. 302–310, 2017.
Y. Chen and J. Xie, “The impact of customer satisfaction and switching barrier on customer loyalty in China’s smartphone market,” Telemat. Informatics, vol. 35, no. 4, pp. 945–955, 2018.
A. Haryanto and A. Susanto, “The influence of customer satisfaction on smartphone repurchase intention: The mediating role of trust and commitment,” J. Manaj. Pemasar., vol. 13, no. 3, pp. 288–300, 2019.
A. Kusumawati and A. D. Pratama, “The effect of customer satisfaction and brand image on repurchase intention of smartphone brands in Indonesia,” J. Manaj. Pemasar., vol. 15, no. 3, pp. 262–274, 2021.
G. Chandra and I. Budiman, “Pengaruh kepuasan pelanggan terhadap minat beli produk smartphone Xiaomi di Indonesia,” J. Manaj. Pemasar., vol. 11, no. 2, pp. 130–142, 2017.
L. R. Octavia and A. D. Pratama, “Pengaruh kepuasan pelanggan terhadap minat beli produk smartphone Oppo di Indonesia,” J. Manaj. Pemasar., vol. 12, no. 3, pp. 271–283, 2018.
Y. Permatasari and D. Ayuningtyas, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Samsung di Indonesia,” J. Manaj. Pemasar., vol. 13, no. 2, pp. 131–142, 2019.
R. D. Putri and D. Hartanto, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Realme di Indonesia,” J. Manaj. Pemasar., vol. 15, no. 3, pp. 238–250, 2021.
Y. Pranoto and R. Yudianti, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Huawei di Indonesia,” J. Manaj. Pemasar., vol. 12, no. 4, pp. 443–453, 2018.
D. F. Wibowo and A. Herawati, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Vivo di Indonesia,” J. Manaj. Pemasar., vol. 13, no. 4, pp. 428–439, 2019.
D. Suryadi and P. Prayogo, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Apple di Indonesia,” J. Manaj. Pemasar., vol. 14, no. 2, pp. 162–173, 2020.
R. S. Wijaya and W. Dhewanto, “Pengaruh kepuasan pelanggan terhadap minat beli smartphone Xiaomi di Indonesia,” J. Manaj. Pemasar., vol. 16, no. 2, pp. 161–173, 2022.