PENGARUH PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN DAN REPURCHASE MELALUI TRIAL PADA SOGO DEPARTMENT STORE DI KOTA SURABAYA
Abstract
The Intense competition among retailers require them to establish an attractive sales promotion strategy. Sales
promotion strategies can be directed to support strong consumer buying decisions. The appeal of the sales promotion
strategy depends on how big the benefits obtained by consumers. when benefits gained high consumer adoption sales
promotion strategies to be followed by the high buying decisions. Based on the sales promotion program of excellence
set by retailers, encouraging consumers to try (trial) the purchase decision made. Initially consumers are not interested
in visiting a store, but with the promotion program to support consumer traffic and consumers interested in making a
purchase. Consumer purchase decisions through a process and are the evaluation of various alternatives. Various
alternatives menjai consideration for purchase. In the long term, the trial purchases that consumers can continue
because consumers already feel comfortable when shopping in a store.
promotion strategies can be directed to support strong consumer buying decisions. The appeal of the sales promotion
strategy depends on how big the benefits obtained by consumers. when benefits gained high consumer adoption sales
promotion strategies to be followed by the high buying decisions. Based on the sales promotion program of excellence
set by retailers, encouraging consumers to try (trial) the purchase decision made. Initially consumers are not interested
in visiting a store, but with the promotion program to support consumer traffic and consumers interested in making a
purchase. Consumer purchase decisions through a process and are the evaluation of various alternatives. Various
alternatives menjai consideration for purchase. In the long term, the trial purchases that consumers can continue
because consumers already feel comfortable when shopping in a store.