The influence of personal selling and sales promotion on customer loyalty at Pt Panen Budi Mandiri, Medan

Honasan, Jennifer Davensa (2022) The influence of personal selling and sales promotion on customer loyalty at Pt Panen Budi Mandiri, Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Panen Budi Mandiri, Medan experienced a decline in customer loyalty that can be seen from the data of number of customers due to Personal Selling and Sales Promotion. The objective of this research is to analyze Personal Selling and Sales Promotion have influence on Customer Loyalty at PT Panen Budi Mandiri, Medan. Personal Selling and Sales Promotion have an important role in shaping Customer Loyalty. Personal Selling and Sales Promotion are highly connected with Customer Loyalty and company profitability. In this research, the writer used quantitative research design. The writer used descriptive and causal approach. The sampling technique used is simple random sampling. The population that being used by the writer in this research is the 158 customers and sample size on this research is 113 customers. This research also passed the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test and the equation is Y = 7.072 + 0.078 X1 + 0.475 X2+ e .The result of hypothesis test, Personal Selling and Sales Promotion have an influence on Customer Loyalty at PT Panen Budi Mandiri, Medan, either partial or simultaneous. Furthermore, Personal Selling and Sales Promotion have 59.4% influence on Customer Loyalty at PT Panen Budi Mandiri, Medan. Recommendations for PT Panen Budi Mandiri, Medan include improve the competence of personal selling employees by conducting job training and increase the promotion time long enough in its sales promotion program so that customers are more interested in making repeat purchases./ PT Panen Budi Mandiri, Medan mengalami penurunan loyalitas pelanggan yang dapat dilihat dari banyaknya data jumlah pelanggan akibat Personal Selling dan Sales Promotion. Tujuan dari penelitian ini adalah untuk menganalisis Personal Selling dan Sales Promotion memiliki pengaruh terhadap loyalitas pelanggan di PT Panen Budi Mandiri, Medan. Penjualan pribadi dan promosi penjualan memiliki peran penting dalam membentuk Loyalitas Pelanggan. Penjualan pribadi dan promosi penjualan sangat terkait dengan Loyalitas Pelanggan dan profitabilitas perusahaan. Dalam penelitian ini penulis menggunakan desain penelitian kuantitatif. Penulis menggunakan pendekatan deskriptif dan kausal. Teknik sampling yang digunakan adalah Simple random sampling. Populasi yang digunakan oleh penulis dalam penelitian ini adalah 158 pelanggan dan ukuran sampel pada penelitian ini adalah 113 pelanggan. Penelitian ini juga lolos uji validitas, uji reliabilitas, uji normalitas, uji multikolinieritas, uji heteroskedastisitas, uji regresi linier berganda dan persamaan Y = 7,072 + 0,078 X1+ 0,475 X2 + e. Hasil uji hipotesis, Personal Selling dan Sales Promotion berpengaruh terhadap loyalitas pelanggan di PT Panen Budi Mandiri, Medan, baik parsial maupun simultan. Selain itu, Personal Selling dan Sales Promotion memiliki pengaruh sebesar 59,4% terhadap loyalitas pelanggan di PT Panen Budi Mandiri, Medan. Rekomendasi untuk PT Panen Budi Mandiri, Medan antara lain meningkatkan kompetensi karyawan personal selling dengan melakukan job training dan meningkatkan waktu promosi yang cukup lama dalam program promosi penjualannya sehingga pelanggan lebih tertarik untuk melakukan pembelian berulang.

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