Discussion Thread: Promotion

Discussion must be at least 825 words or more not including references which should supported by citing at least 4 peer-reviewed journal articles between 2017-2022 and a biblical reference. Discussion must be in current APA format and must include a reference list. Reference sample make sure to include DOI-Drollinger, T., Comer, L. B., & Warrington, P. T. (2006). Development and validation of the active empathetic listening scale. Psychology & Marketing, 23(2), 161-180. https://doi.org/10.1002/mar.20105
Exact Instructions:
Research and Select 4 peer-reviewed journal articles on one of the 4Ps – Promotion. Keyword search terms might include the following: Personal selling, advertising, public relations, and sales promotion (contests, coupons, and more…). Once you have selected your peer-reviewed journal articles, post a synopsis of the major points from the research you read.

ANSWER

Promotion Mix

Promotion

Fikri, M., & Lisdayanti, A. (2020). Analyzing promotion mix and perceived usefulness of e-wallets: A case of linkaja applications in Indonesia. International Journal of Finance & Banking Studies, 9(1), 76-84.

It is essential to ensure that a company knows its audience to ensure high customer satisfaction rates. In the market today, it has been seen that people are more preferring a digitized method of making transactions as to the cash way. It has raised developments of platforms that enable people to make transactions; Linkaja is one of the products of the transaction that have been established through the merging of five state-owned enterprises. Through the merger, they became one wallet product. This study has focused on testing the effectiveness of the promotion mix and how it affects the customers of Linkaja to return and use the services again. The research has been based in the city of Bandung (Fikri & Lisdayanti, 2020).

The study offers questionnaires to 115 respondents from Linkaja users based in the city of Bandung. After collecting the data, the research utilizes the linear regression model to analyze the questionnaires. The study then proceeds with the results using the spss for windows version 25. From the analysis, it was concluded that the promotion mix impacted up to 68.4%. It was also concluded that the promotion mix influenced the customer purchases intention at 71.1%. Overall, 51 % were said to be affected by simultaneous effects. The research concludes that with the promotion mix, companies practice personal selling due to the increased public selling that happens. Hence, it concludes with the hypothesis that the promotion mix impacts customer satisfaction as the company understands its customers better.

BASHA, K. D. CONCEPTUAL OVERVIEW OF VARIOUS ELEMENTS OF PROMOTION MIX

This article defines promotional mix as a tool companies use to communicate with their customers. Through the report, an analysis of the benefits of the promotional mix to its customers has been discussed. In the article, it is concluded that promotional strategies help maintain the existing customers and attract new customers. However, it raises the challenge that the right marketing strategies have to be considered for it to be beneficial. It also should be chosen considering the time and the kind of business. Furthermore, to attain a good brand image, the tool has to be utilized effectively to be successful. In the research, they also review past research which concludes that advertising is an essential tool in diffusing information about the company to the customers (BASHA).

Furthermore, sales promotions have also had a positive effect on brand equity. However, other researchers claim that monetary promotion can be dangerous for brand equity. However, the research emphasizes more on the impact of public relations on bettering the customers’ relationship, hence increasing customer satisfaction rates. It then concludes that the customers get to know more of the brand with face-to-face selling, thus a more trustworthy relationship. Direct marketing on the same scale has been associated with an essential role in enhancing brand image.

Nurlina, N., Semmaila, B., & Murfat, M. Z. (2021). Cost Analysis of Promotion Mix to Increase Sales. JURNAL MANAJEMEN BISNIS, 8(1), 84-89.https://doi.org/10.33096/jmb.v8i1.665

In this article, the authors have carried out research because the promotional mix affects the number of sales that the company makes. Through the study, the mention of coupons during research has also helped understand that the promotional mix is not only based. This research is based on methodologies such as observations, interviews, and library sources. In analyzing the results, the analysis uses linear regression. This study was based on the people of the Budi Group in Makassar. The research uses multiple linear regressions with the spss version 20 to analyze the data (Nurlina & Murfat, 2021). Through the analyses, it is then found out that with mixed marketing methods such as personal selling, there is a positive impact on increasing the sales rates that companies make. The measure of promotional activities such as coupons lures people into making purchases. People are more willing to purchase where the products have promotions such as coupons. On the other side, advertising has been based on being an item of improving the company’s brand image as the company has a chance to tell the goodness of the company’s products.

Sya’idah, E. H., Satrio, O. B., & Sugiarti, N. (2018). Promotion Mix and Investment Decision.

This article is based on the promotion mix has five elements; advertising, sales promotions, direct marketing, and public relation. The research concludes that these factors impact the decision to buy products. This is compared to other factors such as price, place, and promotion. However, it emphasizes that the products being sold should also align with the benefits that are being said while advertising to ensure high sales. The five variables are tested on finance customers in Indonesia (Sya’idah & Sugiarti, 2018). The study employs qualitative methods such as interviews and observation to collect data. The study used the triangulation method to ensure that the data had been collected. According to the result, sun life is one company that uses social media to carry out marketing. Through advertising, they give away promotions. The company carried out talk shows and direct selling by meeting with the customers and having face-to-face talks; through such, they got it easy to identify if the customers are interested in their products or not. Hence this study concludes that the five variables of the promotion mix affect the decision of the customers to purchase the products. They manage to understand their customers better through direct selling, hence developing products that meet their needs.

References

BASHA, K. D. CONCEPTUAL OVERVIEW OF VARIOUS ELEMENTS OF PROMOTION MIX. https://doi.org/10.33096/jmb.v8i1.665

Fikri, M., & Lisdayanti, A. (2020). Analyzing promotion mix and perceived usefulness of e-wallets: A case of linkaja applications in Indonesia. International Journal of Finance & Banking Studies, 9(1), 76-84. https://doi.org/10.20525/ijfbs.v9i1.665

Nurlina, N., Semmaila, B., & Murfat, M. Z. (2021). Cost Analysis of Promotion Mix to Increase Sales. JURNAL MANAJEMEN BISNIS, 8(1), 84-89.https://doi.org/10.33096/jmb.v8i1.665

Sya’idah, E. H., Satrio, O. B., & Sugiarti, N. (2018). Promotion Mix and Investment Decision. https://doi.org/10.5220/0007415800870089