The impact of sales promotion, social media marketing, and store atmosphere on purchase decision at WTF market Surabaya (Tunjungan Plaza)

Azalia, . (2018) The impact of sales promotion, social media marketing, and store atmosphere on purchase decision at WTF market Surabaya (Tunjungan Plaza). Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

We overall perceived the conventional role of bazaar has been to fulfill daily need. However, in fact these days, demand trends put bazaar forward to another level. It has becomes a modern temporary marketplace serves as a platform for a public repeat event. For that reason, this study conducted to highlight and evaluate the impact of sales promotion, social media marketing, and store atmosphere on purchase decision at WTF (We The Future) Market. In order to look into the relation between dependent and independent variables, the multiple linear regression method using SPSS was applied to gather the information by including 150 participants. The participants have to confirm that they have been to WTF Market for the last eight months so that it is possible to capture a real-current situation. The result of this study stated sales promotion, social media marketing, and purchase decision factors as independent variables have a positive impact on purchase decision as the dependent one. In addition, the study implies that marketer should maximize the usage of technology platform in order to gain valuable insight for a better profitable business—keeping existing customers and attracting new one.

Item Type:	Thesis (Undergraduate)
Department:	["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords:	Sales promotion, social media marketing, store atmosphere, purchase decision
Subjects:	Business > International Business Management
Divisions:	Faculty of Business > International Business Management Undergraduate Study Program
Depositing User:	Azalia .
Date Deposited:	14 Sep 2018 05:37
Last Modified:	14 Sep 2018 05:37
URI:	http://repository.ukwms.ac.id/id/eprint/16269

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