<![CDATA[This study aims to analyze the implementation of a reward program in enhancing distributor loyalty at the Sumbar Sales Unit of PT Semen Padang, the oldest cement producer in Indonesia with an extensive distribution network in West Sumatra. The research focuses on the design, implementation mechanisms, types of rewards provided, and their impact on distributor motivation and loyalty in supporting the company’s marketing efforts. The research method employed is descriptive qualitative, with data collection techniques including in-depth interviews, direct observation, and documentation studies of distribution activities and promotional programs carried out by the company. The findings indicate that the implementation of the reward program is conducted systematically through clear achievement criteria, diverse forms of rewards such as cash bonuses, price discounts, travel incentives, and religious programs like Umrah, as well as transparent evaluation periods. The application of rewards has proven effective in enhancing distributor motivation, strengthening cooperation satisfaction, and encouraging long-term commitment in distributing the company’s products. However, the study also identifies challenges, including intense competition with other cement producers and the need to adjust reward schemes in line with market conditions to remain relevant and attractive. Based on the analysis, it can be concluded that the reward program functions not only as a form of appreciation for distributor achievements but also as an effective retention strategy to strengthen loyalty, ensure sustainable distribution, and enhance the competitiveness of PT Semen Padang in the national cement industry.]]>
