Main Article Content
The objectives of this research were to examine sales promotion techniques used on facebook fanpages and to find out the correlation between perception of sales promotion techniques used on facebook fanpages and consumer behavior consisting of attitude, joining and purchase intention. This study employed two-step methodology, first was documentary research to study sales promotion techniques of top five facebook fanpages ranked by number of members, which included ICHITAN, PEPSI, GTH, KFC and OISHI. Second was survey research, questionnaires were used to collect data from 400 respondents. Frequency, percentage, mean, Pearson’s Product Moment Correlations Coefficient were employed for the analysis of the data. SPSS for Windows program was used for data processing.
The findings were as follows:
1. Documentary research of top five facebook fanpages found that sales promotion technique used on facebook fanpages were Coupon and Contests and Sweepstakes.
2. The results from survey research indicated that perception toward sales promotion used of respondents were at moderate level. Respondents had positive attitude toward sales promotion technique used on facebook fanpages and their level of joining was low. The levels of purchase intention found in a moderate level. Positive significant correlation was found between perception of sales promotion technique used on facebook fanpages and consumer behavior consisting of attitude, joining and purchase intention at 0.01 level.