The Effects of Sales Promotion tools on Consumer Buying Decision of Laptop

Abstract

The rapid development of computer hardware and technology has significantly impacted consumer behavior, particularly in the laptop market. Over the past two decades, laptop purchases have become as common as fast-moving consumer goods, reflecting growing interest in technological tools for daily activities. This study aims to examine the influence of various sales promotion tools on consumer buying decisions regarding laptops. Using data collected from 273 respondents through convenience sampling, the research applied descriptive research design and analyzed the data using the coefficient of variation technique. The results reveal that sales promotion tools, such as coupons, bonus packs, and premiums, are the most influential factors in consumer decision-making. These findings highlight the importance of strategic sales promotion in driving laptop purchases.