A study on maintaining customer loyalty towards the demand of hardware purchasing at Perniagaan Simen Tenagadesa Sdn. Bhd / Mohd Shamsol Mohd Shafie

The growth in economic after crisis in October 1997 has shown a good opportunities or potentials in doing and running the business. The rapid economic growth has results many establish companies and new businesses enter the market especially in construction sector in order to fillfill the consumer requirements and to achieve the vision 2020 as the developing country.
The marketing research is the systematic and objective identification, collection, analysis and dissemination of the information for the purpose of improving decision making related to the identification and solution of problems and opportunities in marketing. Since the marketing research is objecti ve, it is the responsibilities of the researchers to provide with the accurate information that reflects a true state of affairs.
As a result of many construction material businesses sector that selling the same product in the market, they will increased the competition among them. Here, Pemiagaan Simen Tenagadesa Sdn. Bhd also faced the problem of keeping customers loyal to them as a result increasing'the number of competitor especially in Kuala Terengganu.
This study tries to find what the main factors or response by the customer towards the marketing programs in determining customer loyalty to the company especially Pemiagaan Simen Tenagadesa Sdn. Bhd. To find these factors or response by the customer, the researcher used three hypotheses that regarding the promotion done by