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All Journal JURNAL MANAJEMEN BISNIS
Rozikin
Akademi Keuangan dan Perbankan Borobudur, Indonesia
Economics, Econometrics & Finance

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Sales Promotion Strategies and Customer Satisfaction among Retail Customers in Jakarta Arni Kurniati; Rosana Junita Sirait; Rozikin; Ken Sabardiman Soetjipto; Jarudin
Jurnal Manajemen Bisnis Vol. 13 No. 2 (2026): September
Publisher : Pusat Penerbitan dan Publikasi Ilmiah, FEB, Universitas Muslim Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33096/jmb.v13i2.1756

Abstract

Retail competition requires firms to design promotional programs that create customer value and support satisfaction. This study examined the relationship between sales promotion strategies and customer satisfaction among retail customers in Jakarta, Indonesia. A quantitative cross-sectional survey was conducted with 210 respondents selected through purposive sampling, and the data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model demonstrated satisfactory validity and reliability, with indicator loadings above 0.70, AVE values above 0.50, composite reliability above 0.70, and an HTMT value of 0.464. Sales promotion strategies were positively and significantly associated with customer satisfaction (β = 0.380, t = 7.084, p < 0.001), while the model explained 14.4% of the variance in customer satisfaction (R² = 0.144). The findings suggest that Jakarta retail businesses should develop attractive, clear, and value-oriented promotions while recognizing that customer satisfaction also depends on factors beyond sales promotion.
Co-Authors Arni Kurniati Jarudin Ken Sabardiman Soetjipto Rosana Junita Sirait