AN ANALYSIS OF THE DOMINANT CHANNEL STRATEGY UTILIZED BY INDOMARET CITRA GARDEN 1 AT WEST JAKARTA

Abstract

This research is aimed to identify the most dominant factor of channel strategy in Indomaret Citra Garden 1 at west Jakarta. The research is taken in Indomaret branch Citra Garden 1, west Jakarta. Indomaret is chosen because it is a wellestablished retail store that is need to maintain, even develop their market by creating a suitable marketing strategy. However, researcher see that channel strategy is one aspect that is very important in marketing strategy. Channel strategy is very important aspect in marketing strategy that is oftenly forgetted. Severe damage can be made due to channel strategy failure. All aspect in channel strategy such as location and surrounding situation will affecting consumer’s will and need. Result and findings from this research should give contribution for academic community and for companies, especially Indomaret to evaluate and develop its current channel strategy to maintain existing consumer and grab the market. The research method used is quantitative research method. Data used for this result is primary data that gathered through questionnaire. The research conducted in Citra Garden 1, Jakarta Barat. The population of sample gathered for this research is 55 respondents. The data is analyzed using factor analysis. The result of this research is the findings of the most channel strategy in Indomaret Citra Garden 1. The most dominant factors are informational board and brochure effectiveness from store contact variable.