Sales Promotion Strategies and Customer Satisfaction among Retail Customers in Jakarta

Authors

  • Arni Kurniati Universitas Borobudur, Indonesia
  • Rosana Junita Sirait Institut Teknologi dan Bisnis Bina Sarana Global, Indonesia
  • Rozikin Akademi Keuangan dan Perbankan Borobudur, Indonesia
  • Ken Sabardiman Soetjipto Institut Teknologi dan Bisnis Bina Sarana Global, Indonesia
  • Jarudin Institut Teknologi dan Bisnis Bina Sarana Global, Indonesia https://orcid.org/0000-0001-7176-3580

DOI:

https://doi.org/10.33096/jmb.v13i2.1756

Keywords:

Customer satisfaction, Jakarta, Retail customers, Sales promotion

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.

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Author Biographies

  • Arni Kurniati, Universitas Borobudur, Indonesia

    Department of Economic

  • Jarudin, Institut Teknologi dan Bisnis Bina Sarana Global, Indonesia

    Department of Information Engineering

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Published

2026-09-01

Issue

Vol. 13 No. 2 (2026): September

Section

Articles

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Copyright (c) 2026 Kurniati et al.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Sales Promotion Strategies and Customer Satisfaction among Retail Customers in Jakarta. (2026). Jurnal Manajemen Bisnis, 13(2), 102-118. https://doi.org/10.33096/jmb.v13i2.1756