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80 Nadia Safian (2021)

2.2.1 SALES PROMOTION
The theoretical point of view stated that promotion is dominant element in marketing mix in which to inform, encourage
and remind the potential market on the goods offered in venture to give affection towards consumer’s feelings, perception or
purchasing decisions (Stanton, 2007). Contrarily, organizations use promotional programs to communicate the benefits of a
particular product or service to a group of potential and existing customers (Jalal, 2017). Promotions are widely regarded as an
important part of marketing activities to stimulate faster and more effective responses to the sales of certain products or services
(including the number and speed of purchases). Kotler and Kotler (2012) emphasized that promotions are powerful incentives to
acquire customers and increase sales. Jalal (2017) visualized sales promotion as a dynamic move used by many brands to gain
profitablity among customers and enhance their loyalty. Therefore , sales promotion are implied to cultivate the brand awareness
and perquisite fast response. In addition, sales promotion has influenced the attention of consumers and affecting their interaction
toward the brands. Sales promotion in online community is a communication instruments to develop brand awareness through the
messages it delivered and presumed. Sales promotion is a catalyst to capture consumers’ attention, allocating the brand to stand out

and differentiate its own on the Internet and thereby, attracting consumer interest (Esmeralda and Del,2014). Therefore, the
hypotheses is generated:
H1: Sales promotion has significant positive affect to strengthen brand awareness of Bundle4home’s online market.

2.2.2 SOCIAL MEDIA MARKETING (SMM)
Social media marketing (SMM) plays an important role in influencing consumers' perception of brands (Langaro, 2018).
According to Frank and Watchrayesringkan (2016), social media marketing are considered a way more influential compared
with traditional marketing communications due to the increasing in searching information among consumers about products and
brands through their social media channel (Mangold and Faulds, 2009). 74 percent of online consumers use social media channel
reportly by Duggan (2015) and more than 50% of them acquire information on brand related by the brands pages and platform
(Ismail, 2017), while business reports recently to social media has significant influence on over 90 percent of purchases
(Marketingcloud, 2013). The latest global social media stats (2021) reported that there are 4.33 billion social media consumers
worldwide at the early of 2021, equating over 55 percent of the total global population. Thus, it is not surprising that over than 90
percent of companies worldwide are using social media marketing. Therefore, marketers are increasingly incorporating social media
into their marketing strategies, and it is not surprising that they use Facebook, Instagram, Twitter, and YouTube to convey brand

messages (Khan, 2017). In practice, previous empirical research shows that companies from all many industries are integrating
social media marketing into their marketing strategies to increase brand awareness and consumers’ buying intentions. For example,
Haier, a large Chinese consumer electronics company, implied WeChat to convey consumer information and trends. Provide
product reviews for your customers yet at the same time, consumers can also search for the information they need through the
WeChat platform, and interact with business representatives to ask specific questions. The above SMM activities help consumers
understand product features and become familiar with the Haier brand, thereby enhancing consumer confidence and brand loyalty
(Sun, 2015). Therefore, the researcher hypothesizes:
H2: Social media marketing(SMM) has significant positive affect to strengthen brand awareness of Bundle4home’s online
market.

2.2.3 SEARCH ENGINE OPTIMIZATION (SEO)

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