Global Business and Management Research: An International Journal

Vol. 11, No. 2 (2019, Special Issue)

The Effect of Sales Promotion Strategy on Online

Fashion Shopping Behavior among Employee of
Sahawan Sdn Bhd
Syaida Fauziatul Hana Yahya *
International University of Malaya-Wales
Email: syaida.fh@iumw.edu.my

Nur Amalina Hashim

International University of Malaya-Wales

Norizzati Bahsri
International University of Malaya-Wales

Nurul Aisyah Dahari

International University of Malaya-Wales

* Corresponding Author

Abstract
Purpose: Online shopping especially in the fashion category, have been one of the fastest
growing market in the world. Different brands have been using different sales promotional
strategy to stimulate customer purchasing behavior towards any product. The purpose of the
study was to identify the effect of sales promotion strategy on online fashion behavior among
employees of Sahawan Sdn. Bhd. The data was obtained through self-administered by using
convenience sampling.
Design/methodology/approach: This research adopted quantitative methods to collect
primary data needed for analysis. The variables were tested in SPSS 20.
Findings: The findings of the study revealed positive effect of coupon, discount, and free
delivery on customer’s online fashion shopping behavior.
Research limitations/implications: Besides time, sample size can be one of the limitation to
this research.
Practical implications: This study will give marketers a clear insight on how to tailor their
sales promotional effort based on the employee’s behavior or preferences. Therefore, the
marketer will know how to meet the needs according to this specific type of target groups.

Keywords: Online Shopping, Sales Promotion, Consumer Behavior

Introduction
In Malaysia, almost 21 million people have access to the internet and the number might increase
by the end of 2017. Selling products or services online can actually help business to reach new
market and achieve sales and revenue. It also provides a good opportunity for these businesses
to really understand their target customers. Besides that, they are also able to achieve the
expectations and requirement of their existing and new customers (Harn, Khatibi, & Ismail,
2006).