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All Journal The Es Economics and Entrepreneurship The Eastasouth Management and Business
Darman
Bina Mandiri University of Gorontalo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Journal : The Eastasouth Management and Business

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The Effect of Sales Promotion and Customer Satisfaction on Interest to Buy Gadgets Darman
The Eastasouth Management and Business Vol. 1 No. 03 (2023): The Eastasouth Management and Business (ESMB)
Publisher : Eastasouth Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/esmb.v1i03.97

Abstract

This study aims to examine the effect of sales promotion and customer satisfaction on the intention to buy gadgets in Gorontalo. Gadgets have become an important part of everyday life, and sales promotions and customer satisfaction have a significant role in influencing consumer buying interest in gadgets. The research method used is a survey using a questionnaire distributed to respondents who are gadget users. The sample of this study consisted of 127 respondents who were randomly selected from various regions in Gorontalo. The data collected was then analyzed using the linear regression method. The results of the study show that sales promotion has a positive and significant influence on the intention to buy gadgets. The more intensive the sales promotion carried out by the gadget company, the higher the consumer's buying interest in the gadget. In addition, customer satisfaction also has a positive and significant influence on the intention to buy gadgets. When customers are satisfied with the gadget products and services they use, they tend to have a higher purchase intention to acquire the gadget.  
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