Page 66 - MARSIUM'21 COMP OF PAPER

THE IMPACT OF PROMOTIONAL STRATEGY TOWARDS CONSUMER

BUYING BEHAVIOR: A CASE STUDY AT PUSTAKA AZHAR

Nurul Nisyyah binti Md Sahabandi, Dr. Nor Zafiq binti Md Salleh

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru.

*Corresponding author: nurulnisyyah@graduate.utm.my, zafir@utm.my

Abstract

The research explores the impact of promotional strategy towards customer’s buying behavior with the
purpose to identify the relationship between the promotional strategy and customer’s buying behaviors at

Pustaka Azhar. Today, the rapid globalization has made almost every business whether small or large to

compete globally. Hence, the businesses need to know the best and effective promotional strategy that
can help them to survive in this situation. In this study, researcher use promotional strategy method such

as advertising, sales promotion, direct marketing, and social media as independent variables and consumer
buying behavior as dependent variable. The method uses for collecting data in this study is quantitative

method. The questionnaire was use in this study because it effective to collect data from large sample of

population. By conducting descriptive research, questionnaire was distributed to 123 respondents. The
result of this research was found that social media have relationship towards consumer buying behavior

at Pustaka Azhar. This research concludes with some recommendation for Pustaka Azhar to improve its
promotional strategy that has been given by researcher based on analyzed data.

Keywords: Advertising, Social Media, Sales Promotion, Direct Marketing, Consumer Buying Behavior

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