PENGARUH KOMPETENSI TENAGA PENJUAL TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PT. DUTA MULIA PALEMBANG

Anggriani, Linda (2018) PENGARUH KOMPETENSI TENAGA PENJUAL TERHADAP LOYALITAS PELANGGAN DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PT. DUTA MULIA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

This study aimed to analyze the influence of sales force competence on customer loyalty with the intervening variabel of customer satisfacion in PT. Duta Mulia Palembang. The population in this study is the store building materials who made purchases in PT. Duta Mulia Palembang. Used as a sample of 100 respondents using quota sampling. The data analysis technique used in this study are descriptive statistics, validity test, reliability test, classic assumption test, simple regression analysis, path analysis, t- test, and R2. The results of this study prove that there is positive and significant influence between sales force competence on customer satisfaction. In addition the results also prove that there is positive and significant influence between the variabel customer satisfaction on customer loyalty and customer satisfaction is proved as variabel that mediate the association between independent variabel sales force competence on variabel dependent customer loyalty. Keyword : Sales force competence, customer satisfaction, customer loyalty.

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