PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI DAN PERSONAL SELLING TERHADAP LOYALITAS PELANGGAN TALI POLYTHENE PADA PT UNITED ROPE
RAVIKA ELDA SIREGAR, ALVIN, ALIMIN FENDI (2020) PENGARUH KUALITAS PRODUK, SALURAN DISTRIBUSI DAN PERSONAL SELLING TERHADAP LOYALITAS PELANGGAN TALI POLYTHENE PADA PT UNITED ROPE , SKRIPSI, UNIVERSITAS PRIMA INDONESIA
ABSTRAK
ABSTRAK
Penelitian ini bertujuan untuk menguji dan menganalisis Kualitas Produk, Saluran Distribusi, dan Personal Selling berpengaruh terhadap Loyalitas Pelanggan Tali Polythene pada PT United Rope Medan. Beberapa pelanggan berhenti berlangganan terus meningkat di tahun 2019, dikarenakan kualitas menurun mengakibatkan tingginya retur, dan berdampak pada saluran distribusi yang sering mengalami kesalahan akibat rendahnya kompetensi personal selling para staf salesman perusahaan melatar belakangi penelitian lebih lanjut. Teknik pengambilan sampel adalah simple random sampling. Sampel yang digunakan berjumlah 141 pelanggan. Metode penelitian yang digunakan adalah analisis regresi linier berganda. Hasil perhitungan pengujian hipotesis secara parsial Kualitas Produk, Saluran Distribusi, dan Personal Selling berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Tali Polythene pada PT United Rope Medan. Secara simultan Kualitas Produk, Saluran Distribusi, dan Personal Selling berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Tali Polythene pada PT United Rope Medan.
Kata kunci: Kualitas Produk, Saluran Distribusi, Personal Selling, Loyalitas Pelanggan
ABSTRACT
This research aims to test and analyze Product Quality, Distribution Channels, and Personal Selling that affect the Polythene Rope Customer Loyalty at PT United Rope Medan. Some unsubscribed customers continued to increase in 2019, due to decreasing quality resulting in high returns, and an impact on distribution channels which often experienced errors due to the low personal selling competence of the company's sales staff as the background of the research. The sampling technique is simple random sampling. The sample used was 141 customers. The research method used is multiple linear regression analysis. The results of the calculation of partial hypothesis testing Product Quality, Distribution Channels, and Personal Selling have a positive and significant effect on Polythene Rope Customer Loyalty at PT United Rope Medan. Simultaneously Product Quality, Distribution Channels, and Personal Selling have a positive and significant effect on Polythene Rope Customer Loyalty at PT United Rope Medan.
Keywords: Product Quality, Distribution Channels, Personal Selling, Customer Loyalty
JURNAL
| KATEGORI JURNAL | Jurnal Nasional Terakreditasi |
|---|---|
| TAHUN JURNAL | 2020 |
| VOLUME JURNAL | 4 |
| NOMOR JURNAL | 2 |
| NAMA PENERBIT | Jurnal Mantik |
| NOMOR ISSN/ISBN | 26854236 |
| LAMAN PENERBIT (URL) | https://iocscience.org/ejournal/index.php/mantik/article/view/907 |
| LAMAN ARTIKEL (URL) | https://iocscience.org/ejournal/index.php/mantik/article/view/907/628 |