ABSTRAKGift-with-purchase merupakan strategi marketing yang umum digunakan oleh
para pemasar. Penelitian ini bertujuan untuk memahami bagaimana free gift with
purchase mempengaruhi purchase satisfaction konsumen melalui happiness. Free
gift tersebut dinilai dari seberapa besar pengaruh perceived usefulness, perceived
quality, perceived cost, dan perceived ingenuity terhadap happiness. Studi kasus
yang diambil adalah brand asal Spanyol, women?secret. Data diperoleh dengan
penyebaran kuesioner terhadap 52 responden kemudian dianalisis dengan Partial
Least Square (PLS). Hasil penelitian menunjukkan bahwa perceived quality
merupakan anteseden dan memiliki pengaruh signifikan terhadap happiness,
sedangkan perceived usefulness, perceived cost dan perceived ingenuity tidak
memiliki pengaruh signifikan terhadap happiness. Selanjutnya, happiness
memiliki pengaruh signifikan terhadap purchase satisfaction. Berdasarkan hasil
penelitian ini, pemasar harus memiliki pemahaman lebih mengenai strategi
promosi gift-with-purchase terutama dalam pemilihan jenis free gift dan
presentasi free gift tersebut kepada konsumen agar efektif meningkatkan kepuasan
serta penjualan.
ABSTRACTGift-with-purchase is a common marketing strategy used by marketers. This study
aims to understand how the free gift-with-purchase influence purchase satisfaction
of consumer through happiness. Free gift measured by how much influence the
perceived usefulness, perceived quality, perceived cost and perceived ingenuity
toward happiness. The case study is taken from the Spanish brand, women'secret.
Data obtained by distributing questionnaires to 52 respondents were analyzed by
Partial Least Square (PLS). The results showed that the perceived quality is an
antecedent and have a significant influence on happiness, while perceived
usefulness, perceived cost and perceived ingenuity does not have a significant
effect on happiness. Furthermore, happiness has a significant influence on
purchase satisfaction. Based on these results, marketers must have a better
understanding of the promotional strategy of gift-with-purchase, especially in the
choice of free gift and free gift presentation to consumers in order to effectively
improve the satisfaction and sales
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