Efektivitas Sales Promotion dalam Meningkatkan Repurchase Intention pada Bisnis Ritel

Ova Soviyanti, Hari Mulyadi, Lili Adi Wibowo


The purpose of this study is to find out how much influence sales promotion has on repurchase intention. The type of research used is descriptive and verification. The method used in this research is explanatory survey with systematic random sampling technique and the number of respondents is 100 people. The data analysis technique used in this study is simple linear regression with SPSS 21.0 computer software The research findings on hypothesis testing can be seen that sales promotion has a positive influence on repurchase intention. The originality of this research was found in the object of research, research period, measuring instruments and research results. The author also adds theories from foreign journals and foreign books.


Repurchase Intention; Sales Promotion

Full Text:



Clow, K. E., & Baack, D. (2010). Intergrated Advertising, Promotion, and Marketing Communications (4th ed.). Pearson Education , Inc.

Ferdinand, A. T. (2002). Manajemen Pemasaran ; Sebuah Pendekatan Strategik. Research Paper Series.

Hawkins, et. al. (2007). Consumer Behavior, Building Marketing Strategy (10th ed.). New York: The McGraw-Hill Companies, Inc.

Joewono, H. (2008). The 5 Marketing : Lima Ide Kreatif Mengoptimalkan Pemasaran. Jakarta: Arrbey.

Kotler, P., & Armstrong, G. (2009). Principles of Marketing. New Jersey: Pearson Educations, Inc.

Kotler, P., & Keller, K. L. (2012a). Marketing

Management (14th ed.). New Jersey: Pearson Prentice Hall.

Kotler, P., & Keller, K. L. (2012b). Marketing Management (14th ed.). New Jersey: Pearson Prentice Hall.

Oliver L, R. (2010). Satisfantion : a Behavioural Perspective on The Consumer. United States of America: Library Materials.

Paul Lantos, G. (2011). Customer Behaviour In Action. New York: M . E . Sharp Inc.

Tjiptono, F. (2002a). Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Tjiptono, F. (2002b). Strategi Pemasaran. Yogyakarta: Penerbit Andi.

Tsai, S.-P. (2005). Structural Equation Modeling (SEM). Penelitian Manajemen, 2005.

DOI: https://doi.org/10.17509/strategic.v17i2.17539


  • There are currently no refbacks.

Copyright (c) 2019 Strategic : Jurnal Pendidikan Manajemen Bisnis

Creative Commons License

Strategic: Jurnal Pendidikan Manajemen Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

View My Stats