THE CORRELATION BETWEEN SALES PROMOTION AND CUSTOMER PURCHASING DECISION OF ALPO (A CASE STUDY IN GIANT LEBAKBULUS)

Abstract

In this day and age, competition is all around us. From the industrial market, telecommunication market, confectionary or even pet food market. In order to win this competition and maintain their current position in the market, companies has to be reponsive, innovative, and creative to create their marketing strategy to catch the attention of their customers and be one step ahead of their rivals. The research is aim to recognize the significance correlation of sales promotion and consumer purchasing decisions and as additional information based on the questionaire result to identify the kind of sales promotion that consumer prefer the most. The term Sales Promotion broadly refers to all those promotional activities which are undertaken to stimulate interest, trial or purchase of a product. Or in other word is the short term sales activities in order to push the sales immediately. This research will be conducted at Giant Lebak Bulus. The research methodology used is quantitative analysis. Through questionaire we can see each variables X (the sales promotion) the correlation to variables Y (purchase decision). Does it have a strong correlation or weak correlation. This research will be very helpful for companies in choosing the right strategy or types of sales promotion that they are going to use. So they will not just waste money but they will see a significant boost of sales cause by the right sales promotion (incremental sales).