THE EFFECT OF SALES PROMOTION ON PURCHASE INTENTION THROUGH CUSTOMER PERCEIVED VALUE ON E-COMMERCE DURING THE COVID-19 PANDEMIC

Kathrin Regina, Lira Agusinta, Tri Mulyani Setyowati

Abstract


The tourism industry has been severely impacted by the Covid-19 pandemic with the rules and restrictions imposed by the government, thus resulting in a drop in the public mobility rate. However, this situation provides a great opportunity for e-commerce businesses. This study was conducted to find out the effect of the sales promotion program held by e-commerce entrepreneurs on customer purchasing intention amidst the ongoing Covid-19 pandemic. This study used a quantitative approach in which the data were obtained from distributing questionnaires with purposive sampling technique, the respondents' criteria are Traveloka users who were made aware of the sales promotion program during the pandemic, a total of 155 data respondents were used in this study. The data were analyzed using SPSS with path analysis techniques and Sobel test. The result indicates that sales promotion positively and significantly affects customer purchase intention whether directly and indirectly through perceived value.


Keywords


covid-19, e-commerce, sales promotion, perceived value, purchase intention

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References


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DOI: https://doi.org/10.25292/atlr.v4i0.389

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