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2. Provide incentive
Sales promotion
combines a
number of
freedom, encouragement or contribution that gives value to the
consumer. 3.
Persuade Sales promotion is persuade for to make purchase
e. Direct Marketing
According to kotler 2008:164 direct marketing is an interactive marketing system that uses one or more advertising media to
generate responses and or transactions that can be measured at a site. In direct marketing, promotional communication in the show
directly to the individual consumer level, with the aim that those message responded to consumers concerned.
E. Customer Satisfaction.
1. Theory of Customer satisfaction
According to kotler 2008: 136, customer satisfaction is a person’s feelings of pleasure or disappointment that result from
comparing a pr doct’s percieved performance or outcomes to their
expectations. According to Hoyer 2005: 98 satisfaction can be associated with
feeling of acceptance, happiness, relief, and delight.Customer satisfaction may be defined as the customer’s fulfillment response to a consumption
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experience, or some part of it. Customer satisfaction is a pleasurable fulfillment response while dissatisfaction is an un pleasurable one Buttle,
2004. When the service quality exceeds the expectations, the service
provider has won a delighted customer. Dissatisfaction will occur when the perceived overall service quality does not meet expectations Looy,
Gemmel Dierdonck, 2003. Sometimes customer’s expectations are met, yet the customer is not satisfied. This occurs when the expectations are
low Buttle, 2005. For example, the customer expects the flight to be late and it gets late.
While the literature contains significant differences in the definition of satisfaction, all the definitions share some common elements Giese and
Cote, 2002. When examined as a whole, three general components can be identified:
a. Consumer satisfaction is a response emotional or cognitive.
b. The response pertains to a particular focus expectations, product,
consumption experience c.
The response occurs at a particular time after consumption, after choice, based on accumulated experience, etc.
2. Customer satisfaction Driven
In the two decades, discussion on drivers from customer satisfaction is the never ended. Many various articles and literatures
theoretically or pratically talking about customer satisfaction. According
