Personal selling and sales promotion to improve customer loyalty at PT Jaya Baru Mandiri with customer experience as intervening variable

Hartanto, David (2023) Personal selling and sales promotion to improve customer loyalty at PT Jaya Baru Mandiri with customer experience as intervening variable. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Jaya Baru Mandiri is an industrial distributor company. The purpose of this study was to determine the effect of personal selling, and sales promotion to increase customer loyalty with customer experience as an intervening variable. The phenomenon of declining sales occurs in companies because consumers feel they do not have a good experience when making purchases, sales targets that have not been achieved in recent years, and promotional activities that are less attractive and varied make customer loyalty tend to experience a decrease in the number of consumers. Accurate products or services make customers feel comfortable and make repeat purchases, which can lead to loyalty. Sales promotion to increase client loyalty and retain customers. To keep customers loyal, a strategy that focuses on product quality and customer experience is needed. The research method in this study with quantitative and descriptive methods using causal studies was used to analyze a sample of 97 customers taken with sampling criteria using convenience sampling. The questionnaire distribution has passed the validity and reliability tests. The data tested has also passed the normality, multicollinearity, heteroscedasticity, and multiple linear regression tests. The results showed that personal selling and sales promotion partially had a significant effect on customer loyalty with a coefficient of determination of 39.9%. Customer experience has a significant effect on customer loyalty with a coefficient of determination of 46.2%. Personal selling and sales promotion partially have a significant effect on customer experience with a coefficient of determination of 46.2%. It can be recommended to PT Jaya Baru Mandiri to always try to fulfill customer desires, improve understanding of customer preferences and expectations related to promotions, maintain good relationships, and improve the overall customer experience. / PT Jaya Baru Mandiri adalah perusahaan distributor industri. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh personal selling, promosi penjualan untuk meningkatkan loyalitas pelanggan dengan customer experience sebagai variabel intervening. Fenomena penurunan penjualan terjadi di perusahaan karena konsumen yang merasa tidak memiliki pengalaman yang baik ketika melakukan pembelian, target penjualan sales yang tidak tercapai dalam beberapa tahun terakhir, dan kegiatan promosi yang kurang menarik dan bervariasi membuat loyalitas pelanggan cenderung mengalami penurunan jumlah konsumen. Produk atau jasa yang akurat membuat pelanggan merasa nyaman dan melakukan pembelian ulang, yang dapat menimbulkan loyalitas. Promosipenjualan sebagai cara untuk meningkatkan loyalitas klien dan mempertahankan pelanggan. Untuk menjaga agar pelanggan tetap loyal, diperlukan strategi yang berfokus pada kualitas produk dan pengalaman pelanggan. Metode penelitian dalam penelitian ini dengan metode kuantitatif dan deskriptif dengan menggunakan studi kausal digunakan untuk menganalisis sampel sebanyak 97 pelanggan yang diambil dengan kriteria pengambilan sampel menggunakan convenience sampling. Penyebaran kuesioner yang dilakukan telah lolos uji validitas dan reliabilitas. Data yang diuji juga telah lolos uji normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Hasil penelitian menunjukkan bahwa personal selling dan promosi penjualan secara parsial berpengaruh signifikan terhadap loyalitas pelanggan dengan koefisien determinasi 39,9%. Customer experience berpengaruh signifikan terhadap loyalitas pelanggan dengan koefisien determinasi 46,2%. Personal selling dan promosi penjualan secara parsial berpengaruh signifikan terhadap customer experience dengan koefisien determinasi 46,2%. Dapat direkomendasikan kepada PT Jaya Baru Mandiri untuk selalu berusaha memenuhi keinginan pelanggan, meningkatkan pemahaman tentang preferensi dan harapan pelanggan terkait dengan promosi, menjaga hubungan yang baik, dan meningkatkan pengalaman pelanggan secara keseluruhan.

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