Faktor-Faktor Yang Mempengaruhi Kepuasan Pelanggan dalam Melakukan Pembelian Bola Lampu Merek Hannoch
Abstract
This study aims to determine how the influence of customer relationship management, personal selling, and service quality on customer satisfaction in purchasing Hannoch brand light bulbs at Toko Cahaya in Batu Bara Regency. The data used in this study was primary data obtained by distributing questionnaires to 105 respondents who purchased Hannoch brand light bulbs at Toko Cahaya in Batu Bara Regency. The data analysis technique used is multiple linear regression analysis using the help of SPSS software version 26. The results showed that customer relationship management, personal selling, and service quality partially had a positive and significant effect on customer satisfaction in purchasing Hannoch brand light bulbs at Toko Cahaya in Batu Bara Regency.
Â
Keywords : Customer Relationship Management, Personal Selling, Service Quality, and Customer Satisfaction.
References
Balinando, J. R., Prasetyo, Y. T., Young, M. N., Persada, S. F., Miraja, B. A., and Redi, A. A. N. P. (2021). The Effect of Service Quality on Customer Satisfaction In An Automotive After-Sales Service. Journal of Open Innovation: Technology, Market, and Complexity, 7(116), 1–12.
Dharmmesta, B. S., & Handoko, H. (2017). Manajemen Pemasaran: Analisa Perilaku Konsumen (1st ed.). Yogyakarta: BPE UGM.
Gea, F., Khairani, R., Putri, D. R., and Simanullang, H. M. (2019). Pengaruh Kualitas Produk dan Personal Selling Terhadap Kepuasan Konsumen Day Old Chick Pada PT. Super Unggas Jaya Medan. Jurnal Ilmiah Socio Secretum, 9(1), 147–158.
Kurniawan, A. L., and Sari, D. K. (2022). Pengaruh Kualitas Layanan, Citra Perusahaan, dan Customer Relationship Terhadap Kepuasan Konsumen Ekspedisi di Kabupaten Sidoarjo. Indonesian Journal of Law and Economics Review, 17(1), 6–14.
Ma’sum, T. (2020). Eksistensi Manajemen Pemasaran Dalam Membangun Citra Lembaga Pendidikan. Jurnal Pendidikan Dan Studi Keislaman, 10(2), 1–21.
Mahira, Hadi, P., and Nastiti, H. (2021). Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Indihome. Jurnal Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi, 2(1), 1267–1283.
Mustoro, P. N. (2022). Implementasi Mata Kuliah Manajemen Pemasaran Untuk Peningkatan Pendapatan Usaha Rias Salon. Jurnal Manajemen Pemasaran, 14(2), 323–338.
Octavia, G., Hartono, and Nawangsih. (2019). Personal Selling, Service Quality, dan Customer Relationship Management Terhadap Kepuasan Pengguna Jasa CV Bunga Wisata Malang. Journal of Organization and Business Management, 2(1), 28–32.
Pijoh, S. K. (2015). Penerapan Customer Relationship Management, Personal Selling, dan Service Quality Terhadap Kepuasan Nasabah Astra Kredit Company Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(1), 443–454.
Prihandoyo. (2019). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan JNE Cabang Balikpapan. Jurnal GeoEkonomi, 10(1), 1–11.
Ridwan, Nur, Y., and Mariah. (2021). The Influence of Customer Relationship Management on Customer Satisfaction. Journal Economic Resources, 4(2), 90–100.
Sintasari, B., and Afifah, N. (2022). Strategi Manajemen Pemasaran Unggul Jasa Pendidikan di SMP Islam Terpadu Ar Ruhul Jadid Jombang. Jurnal Manajemen Pendidikan Islam, 3(1), 13–26.
Sirait, D. P. (2019). Pengaruh Customer Relationship Management dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan. Jurnal Digest Marketing, 3(1), 79–85.
Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.
Supriadi, and Purba, T. (2021). Pengaruh Personal Selling dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan di Color Center Batam. Jurnal Ilmiah Mahasiswa, 4(4), 1–20.
