PENGARUH KUALITAS PRODUK DAN KINERJA TENAGA PENJUAL TERHADAP MINAT PEMBELIAN ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI INTERVENING
(Studi Kasus Pada Pelanggan CV RAUDAH MULTI TEKNIK)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Bank Bpd Jawa Tengah
Author
Kurniawan, Ferry
Subject
H Social Sciences (General)
Datestamp
2024-02-28 02:38:58
Abstract :
In today's era of globalization, competition in the business world is running competitively. There are two types of businesses, namely Business to Business (B2B) and Business to Customer (B2C), which are differentiated based on their target markets. CV Raudah Multi Teknik is one of the companies operating in the B2B sector, where the performance of salesperson plays a crucial role for the company. This study aims to analyze the influence of product quality and salesperson performance on repurchase intention through customer satisfaction as an intervening variable. The research subjects are customers of CV Raudah Multi Teknik. The study is quantitative in nature, with a sample size of 132 respondents. The sampling technique used is saturated sampling. The analysis and calculations were conducted using SmartPLS 4 software. The results of this study indicate that product quality and salesperson performance have a direct influence on repurchase intention. Customer satisfaction partially mediates the relationship between sales personnel performance and repurchase intention. However, customer satisfaction does not mediate the relationship between product quality and repurchase intention.
In today's era of globalization, competition in the business world is running competitively. There are two types of businesses, namely Business to Business (B2B) and Business to Customer (B2C), which are differentiated based on their target markets. CV Raudah Multi Teknik is one of the companies operating in the B2B sector, where the performance of salesperson plays a crucial role for the company. This study aims to analyze the influence of product quality and salesperson performance on repurchase intention through customer satisfaction as an intervening variable. The research subjects are customers of CV Raudah Multi Teknik. The study is quantitative in nature, with a sample size of 132 respondents. The sampling technique used is saturated sampling. The analysis and calculations were conducted using SmartPLS 4 software. The results of this study indicate that product quality and salesperson performance have a direct influence on repurchase intention. Customer satisfaction partially mediates the relationship between sales personnel performance and repurchase intention. However, customer satisfaction does not mediate the relationship between product quality and repurchase intention.
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