PENGARUH PERSONAL SELLING DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI PADA PT. WELTY INDAH PERKASA CABANG PALEMBANG)

YANSAH, ROBY and Maulana, Ahmad and Shihab, Muchsin Saggaf and Yunita, Dessy and Rosa, Aslamia (2024) PENGARUH PERSONAL SELLING DAN RELATIONSHIP MARKETING TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI PADA PT. WELTY INDAH PERKASA CABANG PALEMBANG). Masters thesis, Sriwijaya University.

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Abstract

This study aims to test the effect of personal selling and relationship marketing on customer satisfaction and its effect on customer loyalty at PT. Welty Indah Perkasa, Palembang branch. The population in this study were all customers of PT. Welty Indah Perkasa, Palembang branch who had made purchase transactions during one period in 2023, totaling 302 customers. The sample in this study were customers who routinely made purchase transactions every month during a period of one year, namely from January 1, 2023 to December 31, 2023. The analysis technique used in the study was multivariate analysis using the structural equation modeling (SEM) program. The results of the analysis showed that personal selling and relationship marketing had an effect on customer satisfaction, personal selling and relationship marketing had an effect on customer loyalty, and customer satisfaction was able to strengthen the effect of personal selling and relationship marketing on customer loyalty. The strongest effect was shown by the personal selling variable on customer satisfaction, while the variable with the smallest effect was shown by the effect of relationship marketing on customer loyalty.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	01-Faculty of Economics > 61102-Management (S2)
Depositing User:	Roby Yansah
Date Deposited:	15 Nov 2024 07:28
Last Modified:	15 Nov 2024 07:28
URI:	http://repository.unsri.ac.id/id/eprint/159400

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