Sales promotion has been an important part of marketing since companies began to recognize the relevance of having control over their image of the brand. It is a key ingredient in marketing campaigns, & consists of a diverse collection of incentive tools, most short term designed to stimulate. The fact that how foundational most organization recognize sales promotion to be, but just how little companies are willing to spend to get it done right. Which indicate, there is lack of knowledge of understanding of the vital role of sales promotion in one"s business success with the relationship between sales promotion & customer loyalty Therefore, the objective of this research paper is to determine the effect of sales promotion quality, monetary saving, convenience & entertainment on customer loyalty at Total Ethiopian S.C. Non-probability sampling technique of convenience Method was used & the data collection methods were documents, questionnaire & interview. A total no of 384 questionnaires were distributed in Addis Ababa which two selected sub-cites which is lideta and kolfe the target populations are individual and corporate customers