PROMOTION PROFITABILITY OF SOCIAL PROMOTION MODEL IN MBAKDISKON.COM CASE

• Main Authors: , Maria Regina Anggit Tut Pinilih, , Yulia Arisnani, MBA., Ph.D.
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2013
• Subjects: ETD
• Online Access: https://repository.ugm.ac.id/125613/; http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=65782
• Institution: Universitas Gadjah Mada

This Thesis is aimed to investigate about the profitability of social promotion model in Mbakdiskon.com case which is driven by social promotion model characteristics and how social promotion model characteristics influence each the profitability drivers. Prior research has been done in investigating Groupon Case in US by Utpal Dholakia (2011) from Rice University. The research found that from three profitability drivers of social promotion model, new customer acquisition efficacy and no return of customers who repurchases at full price shows positive relation in supporting the profitability of social promotion model in Groupon case. The test was done in Mbakdiskon.com working scope in Yogyakarta area within merchants within time frame from March 2011 until March 2013. The research uses qualitative method to explore deeper understanding on promotion profitability on merchants and the quantitative method to test the promotion profitability drivers on the profitability of social promotion model and to test social promotion characteristcs on each promotion profitability drivers. The results show significant positive results that returning customers who purchases in full price supports the profitability of social promotion model in Mbakdiskon.com other drivers were not supporting the profitability of social promotion model. And the test on social promotion characteristics also shows that the higher coupon face value and the higher the depth of price discount for Mbakdiskon.com coupon will increase the percentage of new customer acquisition efficacy. Another test on social promotion characteristics also shows that the higher the depth of price discount will increase the no of customer who spend more than coupon value during redemption period. Last, Employee satisfaction shows positive significant relation on no of customers who repurchases at full price.