INFLUENCE OF PERSONAL SELLING, SALES PROMOTION AND CUSTOMER SATISFACTION ON CUSTOMER LOYALTY At PT AMMAY CEMERLANG NUSANTARA, MEDAN

Fransisca Fortunata; Nurmaidah Ginting; Selviany Luhur; Edy Gunawan; Meilisa Sinaga

Authors

Fransisca Fortunata Universitas Prima Indonesia
Nurmaidah Ginting Universitas Prima Indonesia
Selviany Luhur Universitas Prima Indonesia
Edy Gunawan Universitas Prima Indonesia
Meilisa Sinaga Universitas Prima Indonesia

Keywords:

Personal Selling, Sales Promotion, Customer Satisfaction, Customer Loyalty.

Abstract

The results show that the adjusted r square value is 0.464 which means that 46.4% of customer loyalty demand is jointly influenced by the variables described in the model. While the rest is influenced by factors outside the model. Partially, personal selling variable has a positive and significant effect, sales promotion variable has a positive and significant effect, customer satisfaction variable has a positive and significant effect. Simultaneous, service quality, trust and customer satisfaction have a positive and significant effect.

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