Goenawan, Stephany Florentina and Soeprapto, Vishnuvardhana S. (2016) Analysis of Advertising and Sales Promotion towards Individual Purchasing Intention, Case Study: XCAPE.ID. Bachelor thesis, Swiss German University.

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Abstract

The establishment of the new entertainment attractions, real escape room game, is growing in Indonesia. Due to lack of recognition, promotion is used to increase the customers’ intention to play. This research is aiming to determine the effectiveness of advertising and sales promotion towards customer individual purchase intention. The research focused on Xcape.id located at PIK as the main case study. The data was collected through a questionnaire which was distributed on the site. There were 96 responds selected to be used as the data. The validity and reliability data was calculated with SPSS program using Pearson table of correlation and Cronbach’s Alpha. AMOS was utilized to calculate the relationship between variables. It was found that advertising has a very weak correlation to individual purchasing intention. Whereas, sales promotion has a moderate relationship with individual purchasing intention.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Advertising; Sales Promotion; Purchase Intention; Promotional Mix; Customer Buying Behavior.
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	17 Jul 2020 11:30
Last Modified:	17 Jul 2020 11:30
URI:	http://repository.sgu.ac.id/id/eprint/1254

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