Page 742 - MARSIUM'21 COMP OF PAPER

FINAL YEAR PROJECT

AHIBS UTM SKUDAI JAN 2022

THE IMPACT OF PROMOTIONAL STRATEGY TOWARDS CONSUMER BUYING
BEHAVIOR: A CASE STUDY AT PUSTAKA AZHAR

NURULNISYYAH BINTI MD SAHABANDI, DR. NOR ZAFIR BINTI MD SALLEH

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

*Corresponding author: nurulnisyyah@graduate.utm.my, zafir@utm.my
Abstract (Not more than 200 Words)
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

■ 1.0 INTRODUCTION

Nowadays, businesses environment always encounter change with various forms of competition. In the businesses, promotion is an important
marketing tools that can attract customer to purchase their product. Moreover, promotion is also a type of communication between buyer and
seller. Seller will persuade their potential buyer to purchase their products through promotions. Promotions can help customer become aware
of their products or the businesses and to maintain loyal customer.

According to Ville (2012) consumer’s buying behavior is the study of individuals, groups or organization and the processes they use to select,
secure, use and dispose of goods, services, experiences, or ideas to meet needs as well as the impact these processes have on consumers and
society. By understanding customer’s buying behavior, it can help the businesses to achieve their goals.

Therefore, by adopting the good and effective promotional strategies it can bring the success for the businesses. It also can help the businesses
have a better understanding about the customer’s needs and new target market. Moreover, promotional strategy affects customer’s buying
behaviors. Promotional strategy also can create a good impression to the customers about their brand and products.

■ 1.1 Problem Statement

Based on the interview with owner of Pustaka Azhar, the current problem that they are facing is the lack of brand awareness. Hence, this
study aims to determine the impact of promotional strategy towards consumer buying behavior at Pustaka Azhar.

In challenging business world, brand awareness is important because it can help people recognize their business. Brand awareness can help
to keeps business brand on the top-of-mind with the consumers. If the people know the brand, the consumers can become familiar and
comfortable with it. Then, when the consumers faced with a decision to buy from the business or their competitor, the consumers are more
likely to buy from the business because of the familiarity. Moreover, brand awareness also helps the businesses to achieve their goals and
objectives. Other than that, brand awareness also can help to increase market share and sales. By making people aware with business
brand, it can increase business chance to dominating the market.

The purpose of a promotional strategy is to inform, persuade, or remind targeted customers about the products. The goals of promotion are
to raise awareness, encourage people to try products, provide information, retain loyal customers, increase product use, identify potential

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