A study on the effectiveness of promotional strategy towards Amanah Saham Didik (ASD) provided by PNB To the bumiputera community / Yong Rafidah Ayob

The objective and scope of the study is to identify the factors that contribute to the effectiveness of promotional strategy towards ASD. There are three factors that contribute to this problem where is sales promotion, advertising and personal selling. So from the study the researcher wants to know whether the factors have relationship or not with the effectiveness of promotional strategy.
The researcher needs to find a lot of reference for the literature review to support the data for this study. The researcher found the literature review from the references books, journal, newspaper cutting and also website. Beside that, the researcher also studies a previous thesis as references to more understanding. The literature reviews are collected from Internet, and Permodalan Nasional Berhad Jln Tun Razak.
By doing this research, the researcher using secondary data as sources in gathering information, the researcher have distribution the questionnaire to the respondents. For the sampling technique use by the researcher is convenience sampling.
For the finding and analysis, the researcher has used SPSS to analyze the data, researcher used frequency, reliability, ANOVA, cross tabulation, and regression from this analysis, and researcher found that all independents variable directly influenced the dependent variable. The finding had backup with several recommendation to help enhance the effectiveness of promotional strategy towards ASD in Permodalan Nasional Berhad (PNB).