Effectivity of Sales Promotion Tools on Marketplace

Abstract

The study is focused on a sales promotion strategy. This study primarily determines the role of sales promotion tools such as flash sale, coupon, bonus pack, which are associated with consumer perceived quality and impulse buying. The research design uses questionnaire surveys. This research population is the individual consumer who has made purchases at online shopping in the market place. The sample was taken by purposive sampling. The data was collected with questionnaires through the google form, and every variable was measured with a Likert scale. The study results show that of 6 hypotheses proposed, three hypotheses are accepted, and three hypotheses are rejected. A bonus pack has a positive impact on impulse buying and perceived quality. Flash sale has a positive impact on impulse buying but has no impact on perceived quality. Coupon has no impact on neither perceived quality nor impulse buying.