Impact of Sales Promotion Techniques on Customer Responses in E-Commerce Platforms

Impact of Sales Promotion Techniques on Customer Responses in E-Commerce Platforms

Roshnee Rita1 , Nandana Viswam2 , Muthukumaran3 ,Naveen A4 , Mugesh k5

1Assistant Professor, Department of Management Studies

St. Peter’s Institute of Higher Education and Research, Avadi, 2Final year BBA Student, Department of Management Studies

St. Peter’s Institute of Higher Education and Research, Avadi, 3 Final year BBA Student, Department of Management Studies

St. Peter’s Institute of Higher Education and Research, Avadi, 4Final year BBA Student, Department of Management Studies

St. Peter’s Institute of Higher Education and Research, Avadi, 5Final year BBA Student, Department of Management Studies

St. Peter’s Institute of Higher Education and Research, Avadi

Roshneerita.mba@spiher.ac.in , nandanaviswam8@gmail.com

ABSTRACT

Electronic commerce (e-commerce) has significantly transformed the global retail landscape by enabling businesses and consumers to conduct transactions through digital platforms. This study examines the impact of sales promotion techniques  specifically price discounts, coupons, cashback offers, flash sales, and free delivery on customer responses in e-commerce platforms. Using a quantitative research design, primary data were collected from 96 online shoppers via a structured questionnaire. Structural Equation Modelling (PLS-SEM) was applied using SmartPLS 4. Results indicate strong positive relationships between sales promotion techniques and three key customer response variables: purchase decision (β = 0.884), customer satisfaction (β = 0.898), and repeat purchase intention (β = 0.902). All R² values exceeded 0.78, confirming substantial explanatory power. Reliability and validity of all constructs were confirmed through Cronbach’s Alpha, Composite Reliability, and Average Variance Extracted. Findings suggest that well-designed promotional strategies are critical tools for customer engagement and long-term loyalty on e-commerce platforms.

Keywords: E-commerce, Sales Promotion, Customer Satisfaction, Purchase Decision, Repeat Purchase Intention, PLS-SEM