Jurnal Ekonomi
Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023

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

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)

Article Info

Publish Date
21 Apr 2023

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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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi [p. ISSN 2301-6280, e. ISSN 2721-9879] is a peer-reviewed journal published Half times a year (June, and December) by SEAN Institute. Jurnal Ekonomi is intended to be the journal for publishing articles reporting the results of economics research. Jurnal Ekonomi invites manuscripts ...