Abstract:
In today’s competitive business world, customers are considered to be kings.
Customers have several choices to make among alternative products, and they
exercise a high level of influence in the market with respect to product size,
quality and price. Hence, it is important for producers to meet the needs of
customers in order to stay competitive. One of the marketing communication tools that is used in attracting the attention of the customer and build customer
satisfaction are Product Diversification, quality control, price, place, assurance
and Responsiveness The research is conducted in Jababeka, Cikarang, Bekasi. In the specific area, there are so many similar retail stores, such as, Carrefour, Alfamart, Giant, Indomart and so on. The competition level is very intensive. In order to survive, the retailers must know how to improve customer loyalty and get the customer satisfaction The aim of this research therefore is to determine the effect of sales promotion and corporate image on customer loyalty in retail. In the research, the study method used in gathering information from the respondents was through questionnaire. Simple random sampling was used to select a sample size of 180 for Giant and Carrefour, while descriptive and Descriptive Statistical analyses are conducted with the aid of SPSS software and software Excel. Like many other organizations, retailers like Giant and Carrefour spends a large part of their total marketing expenses on product diversification, quality control, price, place, assurance and Responsiveness. Hence, the research attempts to find the dominant factors which effect customer satisfaction using a sample of customers of students from a single university. The research finds out there is no significant difference in customer satisfaction of Giant and Carrefour.
