The Effect Of Floor Display And Buy One Get One Promotion On Customer Satisfaction With Jnc Cookies Products In Samarinda

Abstract

This study investigates the direct influence of Floor Display and Buy One Get One (BOGO) Promotion on Customer Satisfaction for JNC Cookies products in Samarinda. In the competitive retail environment, companies must continuously innovate marketing strategies to capture attention and boost sales. The strategic placement of products via Floor Display is proven to increase consumer attention and encourage spontaneous purchasing , while the BOGO promotion creates urgency and a perception of greater value. The research employs a quantitative approach with a causal descriptive design , utilizing Purposive Sampling to survey consumers at Planet Swalayan Samarinda. Data analysis was conducted using the Multiple Linear Regression technique.

The analysis confirmed that the measurement model is reliable and valid, with all indicators meeting the thresholds for Convergent Validity(AVE $ > 0.729$) and Discriminant Validity (Fornell-Larcker Criterion met). The findings confirm that both marketing strategies significantly increase customer happiness: Floor Display has a significant and positive influence on Customer Satisfaction (Path Coefficient: 0.325, p=0.000) , and BOGO Promotion also shows a significant and positive influence (Path Coefficient: 0.356, p=0.000). These results, which have a moderate effect size (f2 of 0.210 and 0.250, respectively) , provide empirical evidence that strategic display and value-driven promotions directly enhance the shopping experience, thereby building sustainable customer satisfaction