FACULTY OF INFORMATION MANAGEMENT

PROMOTION OF INFORMATION PRODUCT AND SERVIES (IMD227)

INDVIDUAL ASSIGNMENT

ARTICLE REVIEW : A Study on The Effects of Sales Promotion on

Consumer Involvement and Purchase Intention in
Tourism Industry

NAME :

SHARIFAH BALQIS BINTI SYED ROSIDIN (2018634166)

GROUP :

JIM1104A

LECTURER’S NAME :

MISS NURUL HUDA BINTI MD YATIM

SUBMISSION DATE : 14TH MAY 2020

ABSTRACT

In order to increase media exposure for years, sales promotion is a good stratergy for
the sales of price and non price discounts. For your information, sales promotion is
has been the routine marketing of businesses appealing consumers. There are many
types of sale promotionin the arket, but unfortunately only some of them that works in
marketing. Perceived value, brand image,and buying intention is also rlated
withmarketing. Sales promotion once become the main issue for marketing. 1000
copies of questionnaire are disseminated to customers during 2014 Kaouhsiung
Internal Travel Fair. 421 valid copies are retrieved with the retrieval rate of 42%. The
result of the study stated the significant correlation between sales promotion and
consumer involvement, consumer involvement and buying intention and sales
promotion purchase intention.

INTRODUCTION
Nowadays, new competitor always joining in the competitative and the diverse
channel in Taiwan and it give result in competitative situation. Mainland China, Ctrip,
the largest online travel agent become the owner of eztravel in Taiwan. With that,it
increase brand war. Therefore, in order of the marketing stratergies has become the
focal point of diverse travel businesses to convenant the brand for the invisible status
in market. The major factor in marketers ordering marketing stratergies is the major
cause in consumer purchase intention to promote the sale volume with sale
promotion. In this fierce era,sales promotion becomes the most central inducement
quickly purchasing more specific services or product in short lived time. The
businesses are crating constructional adaptation for reconstruction after the attack of
SARS. Sales promotion become the marketing stratergy to increase consumer
purchase intention when consumer bargain over the budget. With application of sales
promotion such as buy one free one, membership promotion, schedule promotion,
priviledged for the second customer, direct discount and gift, it is wondered wether
consumer would present clear impression and discern value on present a tourism
businesses. The businesses should choose the most productive alternatives for sales
promotion in order to restrorative the sales perfomance
BODY
Promote is promotion mix in marketing also a marketing stratergy in business
entering the market or hold on to clients. The crucial purpose of sales promotion is to
liaise with consumers and touch their heart. Advertising, public relations, personal
setting, sales promotion and direct marketing is suggested to increase consumer
purchase intention for purchase behaviour. Sales promotion was collected of diverse
prviosional inducement, mainly to induce consumer or dealers buying some productin
advance and buying more quantity. Sales promotion was fundamentally a
congratulary marketing effort , being practiced restricted period and sending
restorative consumer buying. The consumer market would change with changeable
life style and always prsent definite promotion stratergy such as cash refund,
discount and coupun and others for gift returned certificated. This will increase
consumer appraisal. Among all the type of promotion, Pinheirio split promotion
inducement into price inclination and non price inclination icluding one monetary and
non monetary promotion. None price promotion as the sales promotion immaterial to
product prices such as prize, gift and compeitition.

Consumer involvement is a personal care of consumers about the purchased

product. It refers to care about functioning steps for an event when contributor
divulge curiosity or interest in some event. The event involvement when a product
was intricated in main value, requests and self concepts. Involvement was individual
perceiption of a event under particular period and circumstances. Involvement could
give impact consumer buying decision and can be a mediator on the connection
between dissimilar varying and buying intention. Involvement would give effect
consumer focal point and personal thought of a product consumer would invest more
attempt and treat in assesing the product with lofty involvement. Distinct consumer
involvement can also effect the procedure of the behaviour change that consumer
aim was portion to the involvement of the product involvement as the degree of
individual association can give impact to the receipt and administration of
information.

Intention can foretell attitude that consume buying attention was used for
fortelling buying intention in practice. A consumer would seek for accurate details
based on individual experience and outward domain to fullfilled the request. The
consumer would lead up to asses and deliberation and determine to buy a product
after collation and discernment. Purchase intention as the physiological state of
consumer arranging to devour some brand in some time. The quantification of
purchase intention depending on consumer intention to buy the higher purchase
probability.

Study show the notable impact of sales promotion that consumer should be
careful and discern the products and services through promotion mix. Sales
promotion is the communication viaduct between businesses and consumer. It
supply a few inducement to allure consumer’s interest.

The research state that internet browser with higher involvement performing
higher positive impacts than the one with lower involvement on purchase intention,
divulging the growth interests in and understanding of the product.

Validity is calculating instrument allowed to measure the question. Content

validity, criterion validity and construct validity is a types of validity. The informal
connection among sales promotion consumer involvement and purchase intention
futher confirmed with Linear Structural Relation models shows general model fit
attaining the sensible span that expose advantageous convergent validity and
predictive validity. Confirming the construct validity of questionnaire contentment with
item to total correlation coull be utilized for justicing questionnaire content. Reliability
and validity studies and further lead up. The superior reliability and the high reliability
seems when the Cronbach’s attained above 0.7, while it should be removed when
the Cronbach’s a was under 0.35 and the merith seems in 0.7-0.98 was concerned
with high reliability. The official questionnaire is expanded based on the high up
quality that he calculated Cronbach’s a appear 0.73-0.87 which seemingly follows to
the reliability span.

LISREL ( Linear Structural Relation) model, merging Factor Analysis and path
analysis in conventional statistics and combining with concurrent calculation. It can
compute numerous factor and numerous formal track. The assesment from
perparatory fit basis, overall model fit and fit of an inner structure of model.

The preparatory fit attained the notable (t>.196) and (p<0.05) between the two
cause in sales promotion ( price promotion,and non price promotion) and sales
promotions between the four proportion in consumer involvement which is
importance, signal, rapture and probability and consumer involvement and between
the three proportion which is feasible to buying, plan to buying and contemplating to
buy and purchase intention. The general model present advantageous preparatory fit
critea. The choi square merit was tactful to sample dimension that is was not match
for straight discernment. The GFI,0.943 and AGFI 0.922 is more commendatory
goodness of fit indices. In conclusion, it show the approximate between proportions
and variable being notable.

CONCLUSION

The study how the extraordinary good impacts on sales promotion and consumer
involvement and purchase intention, exposing that consumer with high involvement
show more conciousness and care about sales promotion of a tourism enterprises. It
give impact to the brand behaviour which can lead to higher forecast of buying
intention.Sales promotion need to lead up of consumer involvement and brand
behaviour to generate senses of belonging and involvement from the feature of
consumer involvement with the inclinatin of consumers as an ally. Apart from that,
the threshold where the contestant cannot cross should be created. Tourims
enterprises should stress on the control of brand related cause that lead product to
be more valuable to consumers. Consumers also should be taken into an enjoyable
shopping circumstances. With that, consumer can communicate with the services
personnel. These ways can develop consumer involvement and purchase intention in
tourism businesses.
REFERENCES
Ya Pin Chang, Angela, ( 2017, September, 18) A Study on the Effects of Sales
Promotion on Consumer Involvement and Purchae Intention in Tourism Industry
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of-sales-promotion-on-consumer-involvement-and-purchase-intention-in-tourism-
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