PENGARUH  PROMOSI  PENJUALAN TERHADAP REPURCHASE MELALUI TRIAL  DENGAN MODERASI FEAR OF LOSING FACE PADA SOGO DEPARTMENT STORE SURABAYA

Indrianawati Usman; Rizky Adhitya Arnando

doi:10.24034/j25485024.y2007.v11.i2.314

Authors

Indrianawati Usman Fakultas Ekonomi Universitas Airlangga
Rizky Adhitya Arnando Fakultas Ekonomi Universitas Airlangga

DOI:

https://doi.org/10.24034/j25485024.y2007.v11.i2.314

Keywords:

Sales Promotion, Trial, Repurchase, Fear of Losing Face

Abstract

This paper examines the influence of sales promotion related to trial which is moderated by fear of losing face and influence of trial related to repurchase in Sogo Department Store Surabaya. The variables used in this reseach are sales promotion (X), fear of losing face (Z₁), trial (Z₂), and repurchase (Y). The result indicates that the effect of sales promotion on trial is weak when fear of losing face is perceived. In other words, perceived fear of losing face reduces customers’ sensitivity to the trial. The second result indicates that trial is related to repurchase.

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