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customers, and even educate clients about potential services. Thus, Pustaka Azhar need to use the appropriate promotional strategy to
attract the customers to buy their products.

1.2 Research Questions

RQ 1: Does the impact of direct marketing influence consumer buying behavior?
RQ 2: Does the impact of social media influence consumer buying behavior?
RQ 3: Does the impact of advertising influence consumer buying behavior?
RQ 4: Does the impact of sales promotion influence consumer buying behavior?

1.3 Research Objectives

RO 1: To investigate the impact of direct marketing influence consumer buying behavior
RO 2: To investigate the impact of social media influence consumer buying behavior
RO 3: To investigate the impact of advertising influence consumer buying behavior
RO 4: To investigate the impact of sales promotion influence consumer buying behavior

■ 2.0 LITERATURE REVIEW

2.1 Promotion

The process of marketing communication which includes information, persuasion, and influence is known as promotion. Promotion has been
considered to be self-coordinated efforts to establish information and persuasion channels to facilitate the sale of goods or services or the
acceptance of ideas or points of view.

According to Kotler (2013), promotion consists of all activities carried out by a company to communicate and promote its product to its
target market. The promotional element of the marketing mix, also known as marketing communication or promotional mix, consists of
various communication methods and activities directed at the target consumers. Advertising, personnel selling, public relations or publicity,
sales promotion, and direct marketing are all elements of the promotional mix.

2.1.1 Promotional Strategy

A promotion strategy, according to Strydom (2004), is an integrated programmed of promotion mix elements designed to present an
organization and its products to potential consumers, communicate need-satisfying characteristics of products, facilitate sales, and contribute
to long-term profit performance. Promotion is important for every business because customers can have some knowledge about a goods or
services through promotion. It also can help the business to identify its target market and set business goals. Business needs to develop or
adapt the right promotional strategy for the customer become aware about the brands and their products or services.

2.2 Consumer Buying Behavior

Consumer buying behavior is defined as the mental, emotional, and physical activities that people engage when selecting, purchasing using
and disposing of products and services to meet their needs and desires (Schifman & Kanuk, 2009). It includes purchasing and other
consumption related activities of people engaging in exchange process. Consumer behavior is influenced by social and cultural factors, that
also influence individuals buying decision but also decide the type of product to buy.

2.3 Hypothesis Development

2.3.1 Direct Marketing

According to Blythe (2006), direct marketing is an interactive system of marketing which involves one or more advertising media
to evoke a measurable response or transaction in any location. It actually achieves this by collecting, evaluating, and utilizing
information about specific customers and prospects. This data allows us to determine which of the people on our customer and
prospect files are most likely to be interested in a specific product, services or offer. In this study, researcher want
to know whether the use of direct marketing can give an impact toward the consumer buying behavior at Pustaka Azhar. Based
on the explanation above, researcher hypothesize:

H1: There is significant relationship between direct marketing and consumer buying behavior.

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