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Journal : Distribusi

PROMOTIONAL STRATEGY OF KORNER CIRCLE K IN FACING RTE MINIMARKET COMPETITION Nur Bany, Maulyna; Rusdianto, R. Yuniardi
Distribusi - Journal of Management and Business Vol. 14 No. 1 (2026): Distribusi, March 2026
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v14i1.698

Abstract

This study analyzes the promotional strategy of Korner Circle K in facing Ready-to-Eat (RTE) product competition from minimarkets in the Educity Harvard Pakuwon City Surabaya area. The rapid growth of modern retail in Indonesia has intensified competition between convenience stores and conventional minimarkets, making effective promotional strategy crucial for business sustainability. Using qualitative methods with a case study approach, data were collected through in-depth interviews with 7 informants: 1 key informant (store manager), 2 primary informants (staff), and 4 supporting informants (consumers), complemented by field observation and documentation. The results show Circle K implements five promotional mix elements: advertising (posters and TV display), sales promotion (bundling and discounts), personal selling (suggestive selling), public relations (quality standard communication), and direct and digital marketing (social media and member application). Sales promotion is the most dominant and effective element, particularly price-based promotions and bundling which significantly influence consumer purchase decisions. Differentiation is achieved through modern RTE products (kebab, burrito, onigiri), 24-hour service, and two-floor dine-in facilities, yet faces intense competition from FamilyMart with similar positioning. Key challenges include slow promotion rotation, low app adoption, suboptimal promotional visibility, and operational issues such as inadequate air circulation and high staff turnover. Consumer behavior reveals a strong correlation between promotional intensity and loyalty. The study recommends accelerating promotion rotation to at least biweekly, strengthening visual communication, standardizing personal selling procedures, and intensifying app socialization.
Co-Authors Adelia, Nabila Ais Mariya Ulva Alfina Rahma Nazilal Mubarok Alodiya Sifa Meiyantika Amalia Aisyah Putri Andramaya Kusuma Ningtyas Andri Rizal Setiawan Annisa Cindy Maurina Ardhita, Dynda Sovia Aryanta, Agnesya Putri Avita Agustin Listiawan Bhakti, Yogi Surya Candani, Ayu Meiratara Karunika Meta Charles Fernando Marpaung Cintia Nur Halimatussa’diyah Damayanti, Affiva Lindi Daniel Putra Prastyawan Daniel Putra Prastyawan Dhiya Ul Hikmah Dhiya Ul Hikmah Dinar Pramadhani Diva Faridathul Ilmi Elvira Aprilia Primastika Erica Trisnawati Erwina Putrikuri, Kharisma Euis Jihan Nur Faadhilah Farahsalsabil Yudhiane Cantika Farikhah Nur Azizah Fauziyyah Hadi Fidiyah Ika Nur Rohmah Fikha Fitriyah Fira Rosida Fitri Auliya Rijali Gaffar, Novia Ramadhani Hudiyah, Intan Fairuz Indra, Felicia Aurelia Putri Intan Dwi Cahyani, Intan Dwi Lilyana Fransiska Sinaga Madona Diadora Maurina, Annisa Cindy Merlina Aris Fitria Dewi Mitha Anggisna Angreini Mustabsyiroh Kumala Naila Salsa Nabila Naurah Zulfa Salsabila Nila Amelia Aji Ninda Nur Aprilia Nur Bany, Maulyna P.D, Abdul Chofit Muklis Pratama, Duta Akbar Puspakaritas, Ferdiana Nur Putri, Salwa Az Zhahra Ra Nadia Triyana Serli Rahmatin, Devina Zulia Ramadhani, Oktavia Regita Restiatin Restiatin Risa Bonani Prastika Robby Aditya Robby Aditya Rohmah, Fidiyah Ika Nur Rohmatin, Ana Fitria Roisyah Puspa Sari Rosida, Fira Salma, Fatiha Savira Maslihatul Mamlu’ah Sekar Harum Puspita Silmi Rahmani Siti hidayatul Khoirun Nisa' Sven Inggil Anugerah Kretarto Syalaisa Amani Fatihah Tarissa Seshita Hadi Veronica Mechy Luklu'ul Firdaus Wardah, Fitri Aulia Widyana Dini Maylinda Wildan Jovian Wahyu Tyas Saputra Zefania Mikha Manurung Zidane Prakoso