The influence of sales promotion and personal selling on customer loyalty at PT Sindomas Jaya Perkasa

Kie, Faustine (2022) The influence of sales promotion and personal selling on customer loyalty at PT Sindomas Jaya Perkasa. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Customer PT. Sindomas Jaya Perkasa experienced a decline in customer satisfaction caused by declining company image and less active social media... The objective of this research is investigate sales promotion and personal selling have effect on customer loyalty at PT. Sindomas Jaya Perkasa. Sales promotion and personal selling have an important role in shaping customer loyalty. Sales promotion and personal selling are highly connected with customer loyalty and company profitability. This research was conducted using quantitative, descriptive, and causal. The total of population is 108 customer and sample is 108 customer through purposive sampling. Data is collected by distributing questionnaires, interview and documentation. The result of the hypothesis test shows that sales promotion and personal selling have partial and simultaneously effect towards customer loyalty at PT Sindomas Jaya Perkasa. Furthermore, sales promotion and personal selling have 51% influence on customer loyalty at PT Sindomas Jaya Perkasa. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, linearity test, multiple linear regression test and the equation is Customer Loyalty = 17.920 + 0.101 Sales Promotion + 0.405 Personal Selling + e. Recommendations for the PT Sindomas Jaya Perkasa can improve promotional programs and training to personal selling employees./ Pelanggan PT. Sindomas Jaya Perkasa mengalami penurunan kepuasan pelanggan yang disebabkan oleh menurunnya citra perusahaan dan media sosial yang kurang aktif... Tujuan dari penelitian ini adalah untuk mengetahui promosi penjualan dan personal selling berpengaruh terhadap loyalitas pelanggan pada PT. Sindomas Jaya Perkasa. Promosi penjualan dan penjualan pribadi memiliki peran penting dalam membentuk loyalitas pelanggan. Promosi penjualan dan penjualan pribadi sangat terkait dengan loyalitas pelanggan dan profitabilitas perusahaan. Penelitian ini dilakukan dengan menggunakan metode kuantitatif, deskriptif, dan kausal. Jumlah populasi adalah 108 pelanggan dan sampel adalah 108 pelanggan melalui purposive sampling. Data dikumpulkan dengan menyebarkan kuesioner, wawancara dan dokumentasi. Hasil uji hipotesis menunjukkan bahwa promosi penjualan dan personal selling berpengaruh secara parsial dan simultan terhadap loyalitas pelanggan di PT Sindomas Jaya Perkasa. Selain itu, promosi penjualan dan personal selling memiliki pengaruh 51% terhadap loyalitas pelanggan di PT Sindomas Jaya Perkasa. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas , uji multikolinieritas, uji heteroskedastisitas, uji linieritas, uji regresi linier berganda dan persamaan Loyalitas Pelanggan = 17,920 + 0,101 promosi penjualan + 0,405 Personal Selling + e. Rekomendasi untuk PT Sindomas Jaya Perkasa dapat meningkatkan program promosi dan pelatihan kepada karyawan personal selling.

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