Tulipa, Diyah and Ardhanari, Margaretha (2016) Tipologi Konsumen Berdasarkan Motivasi Konsumen Dalam Memanfaatkan Promosi. In: Forum Manajemen Indonesia ke-8, 2016, 10-12 Nop. 2016, Univ. Tadulako Sulteng-ISBN: 978-602-8824-89-7.
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Abstract
The retailing sector in Indonesia, specialty on fashion, has been growth in the past 10 years that made intents competition among retailers.One of marketing strategy that applied to win the consumers is sales promotion. Consumer has perception on marketing strategy that lead to an action whether consumer accepted or dropped the promotion program. Moreover, consumer shopping behavior is more complex. Shopping today is not solely to fulfill consumer‟s need, it is an experiences itself to gain joy and convenience. This paper develops typologies based on consumer‟s perception on sales promotion and shopping motivation which is utilitarian and hedonic. The results showed that consumer perception on sales promotion build two typologies those are accepted and dropped sales promotion. Acceptance type buy promotion product because sales promotion give some benefit, priceless and buy more product. Dropped type is consumer that does not buy promotional product because it does not give benefit. Consumer does not trust retailer because retailer made a trick on consumer when retailer applied promotion program. Results utilitarian motive shows that consumer in utilitarian type tend to buy promotional product when they need the product, to gain benefit of priceless and saving budget on product. Otherwise the results of hedonic motive shows, the consumer tend to buy the promotional product when the product is qualified, impulsive buyer, buy more product and branded product as well.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Additional Information: | ISBN: 978-602-8824-89-7 |
| Uncontrolled Keywords: | Utilitarian, hedonic, shopping motive, consumer typology, fashion |
| Subjects: | Entrepreneurship |
| Divisions: | Proceeding |
| Depositing User: | F.X. Hadi |
| Date Deposited: | 10 Jan 2022 07:33 |
| Last Modified: | 21 Apr 2022 06:39 |
| URI: | http://repository.ukwms.ac.id/id/eprint/28090 |
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