The effects of Indonesian macroeconomics and market condition are related to retail industry. Thus, based on the study, retailers are still able to expand their business since, in Indonesia, the services industry - especially retail industry - is one of the major contributors of the economic growth and the presence of huge potential market.

The growth in Indonesian retail industry is related to the changes of consumer behavior. There is an opportunities for retail business to grow in Indonesia since the shiftment of consumer behavior is related to the transformation from traditional retailers to modern retailers - especially supermarkets and mini markets.

The study of retail industry - concentrating the analysis only in Jakarta - shows that there is huge possibility for retailers to develop its market in Jakarta. It is due to the transformation of retail format to modern retailers and also the birth of new concept of multi-format building.

The results of the quantitative and qualitative research are more focus on consumer behavior - particularly in Jakarta. The research results show that most the consumers are price conscious and, to enhance the customer awareness on the event like Jakarta Great Sale, the retailers have to develop an effective marketing program and would required the supports from other parties - such as government agencies and other associations.

For creating an effective marketing program, the review on marketing communication and potential of creating city brandings shows that the promotion of Jakarta Great Sale could be inter-related to creation of value of city brandings. Thus, to penetrate the concept of city brandings, retailers and related parties should be integrated in deciding the proper media channels and creating positive long-term values to encourage active response and feedback from the targeted audiences.

In conclusion, the importance of integrated marketing communication within the retailers and other related parties - government agencies, associations and media partner are important for promoting the concept of city branding.







Research Location : Asosiasi Pengusaha Ritel Indonesia (APRINDO)