PENGARUH SALESMANSHIP, KUALITAS HUBUNGAN dan NILAI KONSUMEN TERHADAP LOYALITAS KONSUMEN MEBEL PADA PT. MUSTIKA JATI JEPARA
Abstract: This study aimed to
analyze the influence of salesmanship, relationship quality, and consumer value
on consumer loyalty and also to determine which variables are the dominant
influence among three variables salesmanship, relationship quality, and
consumer value on consumer loyalty.
The population used in this research is the consumer who has ever bought
furniture at PT.MUSTIKA JATI JEPARA, Jl. KH. Wahid Hasyim KM 2, Jepara. The
samples are obtained by using purposive sampling method, that the sampling
technique is based on certain characteristics, which is considered to have
links with the characteristics of the population that has been determination
before. Methods of data analysis using multiple linear regression analysis.
The results showed that the variables of salesmanship, relationship
quality and consumer value simultaneously significant effect on consumer
loyalty. Then partially variable relationship quality has the highest
significant effect on consumer loyalty, while the consumers value have
influence with significance level to the second highest on consumer loyalty,
and salesmanship has the lowest significant influence on consumer loyalty .
Keywords: salesmanship,
Relationship Quality, customer relationship, customer service, consumers Value
Penulis: Muhammad Afif
Khoiruddin, Rizal Hari Magnadi
Kode Jurnal: jpmanajemendd171017
