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"ABSTRAKPenelitian ini mengembangkan latar belakang teoritis dalam proses interaksi dalam jual beli tentang karakteristik salesperson. Tujuan utama dari penelitian ini adalah untuk mengidentifikasi respon emosional pelanggan terhadap karakteristik salesperson dan pengaruhnya terhadap kepercayaan pelanggan dengan salesperson dan niat untuk membeli. Kuesioner dengan pertanyaan skrining dilakukan untuk penelitian ini. 200 responden diminta secara online untuk mengisi kuesioner dan menjawab dengan pengalaman terakhir mereka saat berinteraksi dengan salesperson pada satu bulan lalu. Data dianalisis dengan metode SEM dengan program AMOS. Temuan menunjukkan bahwa karakteristik salesperson seperti penampilan fisik, keahlian, perilaku etis, dan keterampilan mendengarkan memiliki dampak positif terhadap respon emosional pelanggan. Karakteristik penjual dan respons emosional pelanggan terhadap karakteristik salesperson memiliki dampak positif terhadap kepercayaan pelanggan dengan tenaga penjualan dan niat untuk membeli. Kepercayaan pelanggan dengan salesperson berdampak positif terhadap niat untuk membeli. Sementara karakteristik salesperson seperti penampilan fisik, keahlian, perilaku etis, dan keterampilan mendengar tidak memiliki pengaruh yang signifikan terhadap niat untuk membeli Penelitian ini akan bermanfaat bagi perusahaan dalam merekrut dan melatih karyawan sebagai salesperson, untuk mendapatkan karakter salesperson yang dibutuhkan oleh perusahaan.

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ABSTRACTThis research develops its theorethical background in personal selling about salesperson rsquo s characteristics. The main objective of this research is to identify customer emotional response towards salesperson characteristics and its effect on customer trust with the salesperson and intention to purchase. A questioner with screening question was conducted for this research. 200 respondents were asked by online to fill in the questionnaire and answered with their most recent experience while interacting with salesperson in the last month. The data were analyzed using SEM method with AMOS program. The findings show that salesperson rsquo s characteristics such as physical attractiveness, expertise, ethical behavior, and listening skill has positive impact towards customer emotional response and intention to purchase. Salesperson rsquo s characteristics and customer emotional reponse towards salesperson characteristics has positive impact towards customer trust with the salesperson and intention to purchase. Customer trust with salesperson has positive impact towards intention to purchase. While the characteristics of salesperson such as physical attractiveness, expertise, ethical behavior, and listening skill have no significant effect on intention to purchase. This research will be beneficial for the company in recruiting and training employees as salesperson, to get the character of salesperson required by the company. "

"Penelitian ini membahas tentang pengaruh keahlian salesperson dan trust belief pada drugstore terhadap minat konsumen untuk membeli nutrasetika dengan mengadopsi penelitian Tsai et al. (2010) yang menggunakan kerangka Theory of Reasoned Action (TRA) yang melibatkan mediasi oleh variabel sikap dan norma subjektif. Dengan mengambil 150 responden, data hasil penelitian dioleh menggunakan Structural Equation Modeling (SEM). Hasil penelitian menyatakan bahwa keahlian salesperson dan trust belief pada drugstore tidak bisa secara langsung mempengaruhi minat konsumen untuk membeli nutrasetika melainkan harus melalui mediasi sikap dan norma subjektif.

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This research discussed about the effect of salesperson?s expertise and trust belief on drugstore on consumer?s intention to purchase nutraceuticals by adopting the research by Tsai et al. (2010) which used the Theory of Reasoned Action (TRA) that involving mediation of attitude and subjective norm. 150 respondents was surveyed and the data were analyzed using Structural Equation Modeling (SEM).

Results show that salesperson?s expertise and trust belief on drugstore can not directly affect consumer?s intention to purchase nutraceuticals but through mediation of attitude and subjective norm."

"Penelitian ini menguji pengaruh aktivitas rebranding terhadap kepuasan pelanggan, dan pengaruh aktivitas rebranding ini terhadap loyalitas pelanggan terhadap persepsi konsumen Blue Bird Group. Variabel rebranding memiliki indikator pengukuran yang sesuai dengan teori yang dikemukakan oleh Muzellec et al. (2003). Selain itu, variabel kepuasan pelanggan diukur dengan indikator hasil penelitian dari Fornell et al. (1996). Selanjutnya variabel loyalitas pelanggan diukur dengan dimensi dan indikator menurut teori Dick and Basu (1994) dan Baloglu (2002). Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner sebagai instrumen utama, dengan responden yang memenuhi kriteria, seperti mengetahui adanya kegiatan rebranding yang dilakukan oleh Blue Bird Group, dan pernah berwisata menggunakan jasa angkutan Blue Bird Gorup, sebelum dan setelah rebranding, masing-masing. masing-masing setidaknya dua kali. Tanggapan responden kemudian diolah menggunakan SPSS 24.0 melalui analisis statistik deskriptif dan analisis regresi linier sederhana. Temuan dari penelitian ini adalah rebranding berpengaruh positif terhadap kepuasan konsumen, dan rebranding berpengaruh positif terhadap loyalitas konsumen.

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This study examines the effect of rebranding activity on customer satisfaction, and the effect of this rebranding activity on customer loyalty towards consumer perceptions of Blue Bird Group. The rebranding variable has measurement indicators in accordance with the theory put forward by Muzellec et al. (2003). In addition, the customer satisfaction variable is measured by the research results indicator from Fornell et al. (1996). Furthermore, customer loyalty variables are measured by dimensions and indicators according to the theory of Dick and Basu (1994) and Baloglu (2002). This study uses a quantitative approach with distributing questionnaires as the main instrument, with respondents who meet the criteria, such as knowing the existence of rebranding activities carried out by the Blue Bird Group, and having traveled using the Blue Bird Gorup transportation service, before and after the rebranding, respectively. each at least twice. Respondents' responses were then processed using SPSS 24.0 through descriptive statistical analysis and simple linear regression analysis. The findings of this study are rebranding has a positive effect on customer satisfaction, and rebranding has a positive effect on consumer loyalty."

"ABSTRAKBrand equity merupakan salah satu aspek penting dalam membangun customer satisfaction. Dalam dunia bisnis, customer satisfaction adalah hal yang fundamental dan memiliki peranan penting saat konsumen akan mengulangi pembelian repurchase intention. Tujuan utama dari penelitian ini adalah untuk mengetahui bagaimana pengaruh brand equity dengan dimensi brand loyalty, brand awareness, brand association, dan perceived quality terhadap customer satisfaction dan terhadap repurchase intention. Penelitian ini menggunakan pendekatan penelitian kuantitatif dengan teknik pengambilan purposive sampling. Pada penelitian ini sampel yang digunakan sebanyak 100 responden yang merupakan perempuan generasi millennial yang pernah menggunakan dan membeli produk pembalut Charm di Jakarta dan Depok. Instrumen penelitian ini menggunakan metode kuesioner dan dianalisis menggunakan aplikasi SPSS. Hasil penelitian menunjukkan bahwa brand equity memiliki pengaruh yang signifikan terhadap customer satisfaction dan customer satisfaction memiliki pengaruh yang signifikan terhadap repurchase intention.

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ABSTRACTBrand equity plays an important role in building customer satisfaction. In the world of business, customer satisfaction is fundamental and plays an important role in affecting consumers repurchase intention. The objective of this research is to determine the effect of brand equity with dimension of brand loyalty, brand awareness, brand association, and perceived quality towards customer satisfaction and towards repurchase intention of Charm product. In this quantitative research, the type of sampling method used was purposive sampling. The sample size of 100 respondents are millennials who used and bought Charms sanitary napkins in Jakarta and Depok. The data were collected with the help of questionnaire and was analysed using SPSS 23 application. The results show brand equity has a significant effect with customer satisfaction and customer satisfaction has a significant effect with repurchase intention."

"Salah satu strategi untuk mendapatkan kepuasan konsumen adalah dengan strategi brand image. Untuk menarik konsumen baru dan mempertahankan konsumen yang sudah ada pada setiap organisasi, brand image menjadi sangat penting karena konsumen selalu mencari produk atau layanan yang bermerek dalam lingkungan pasar yang kompetitif saat ini. Keberhasilan organisasi merupakan konsekuensi langsung dari brand image yang diukur sebagai fitur yang penting pada strategi pemasaran saat ini. Hal tersebut menjadi suatu fenomena yang menarik. Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap customer satisfaction pada co-brandIng Wall rsquo;s Oreo Cookies and Cream. Pada variabel brand image terdapat tiga dimensi, yaitu attribute, benefit dan attitude. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner kepada 100 responden yang sesuai dengan kriteria responden yang telah ditentukan. Teknik penarikan sampel pada penelitian ini menggunakan non-probability sampling. Hasil penelitian ini menunjukkan bahwa brand image memiliki pengaruh yang kuat terhadap customer satisfaction pada co-branding Wall rsquo;s Oreo Cookies and Cream dengan dimensi benefit yang memiliki nilai mean tertinggi pada variabel brand image.

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One of strategies to get customer satisfaction is brand image strategy. In order to attract new customers and retain the existing customers for any organisation, the brand image is very important because of the fact that the customers always seek for branded products or services in this current competitive market environment. Organisational success is a direct consequence of brand image and which is measured as a significant feature of current marketing strategy. It becomes an interesting phenomenon. This study aimed to examine the effect of brand image on customer satisfaction on co branding Wall rsquo s Oreo Cookies and Cream. In brand image variable, there are three dimensions, namely attribute, benefit and attitude. This study used the quantitative approach with distributing questionnaire to 100 respondents that appropriate with the criteria of this study. The technique of sampling in this study used non probability sampling. The result of this study showed that brand image has a strong effect on customer satisfaction on co branding Wall rsquo s Oreo Cookies and Cream with benefit dimension that has the highest mean value in brand image variable."

"Hasil penelitian menunjukkan bahwa variabel pemasaran media sosial memiliki hubungan signifikan terhadap variabel loyalitas pelanggan secara langsung dalam konteks Instagram @tokopedia. Namun, variabel pemasaran media sosial tidak memiliki hubungan signifikan terhadap variabel loyalitas pelanggan melalui mediasi kepuasan pelanggan. Pemasaran melalui media sosial Instagram @tokopedia, seperti informasi mengenai cashback, diskon, gratis ongkir, dan lainnya, serta membuat konten-konten interaktif yang mengajak pengikut untuk berpartisipasi, terbukti dapat menarik pelanggan untuk puas dan menjadi loyal. Kemudian, Variabel kepercayaan merek memiliki hubungan terhadap loyalitas pelanggan baik secara langsung ataupun dengan mediasi kepuasan pelanggan. Tokopedia telah berhasil memenuhi semua aspek dari kepercayaan merek. Dengan demikian, loyalitas pelanggan dalam bentuk retensi, frekuensi pembelian, maupun WOM yang baik, adalah hasil dari meningkatnya kepercayaan pelanggan terhadap platform Tokopedia Penelitian ini diharapkan dapat membantu para manajer pemasaran khususnya di bidang industri e-commerce untuk mengoptimalkan strategi komunikasi pemasaran di media sosial dengan menggunakan pendekatan yang bersifat emosional terhadap pelanggannya untuk mendorong peningkatan loyalitas pelanggan.

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The results of the study show that social media marketing have a significant relationship to customer loyalty directly in the context of Instagram @tokopedia. However, social media marketing do not have a significant relationship to customer loyalty through the mediation of customer satisfaction. Marketing through social media Instagram @tokopedia, such as information about cashback, discounts, free shipping, and more, as well as creating interactive content that invites followers to participate, has been proven to attract customers to be satisfied and loyal. Then, brand trust has a relationship to customer loyalty either directly or by mediating customer satisfaction. Tokopedia has succeeded in fulfilling all aspects of brand trust. Thus, customer loyalty in the form of good retention, purchase frequency, and WOM is the result of increased customer trust in the Tokopedia platform. This research is expected to help marketing managers, especially in the e-commerce industry, to optimize marketing communication strategies on social media by uses an emotional approach to its customers to encourage increased customer loyalty."

"Pertumbuhan toko ritel modern terus bcrtambah dan berkembang seiring dengan perkembangan ekonomi yang semakin membaik, sehingga pertumbuhan jasa pendukungnya juga berkembang. Diyakini bahwa salah satu strategi yang dibunuhkan adalah strategi komunikasi pemasaran dengan menggunakan alat yang berhubungan langsung dengan para konsumen untuk mengkomunikasikan pesan daripada produk yang akan dijual. Salah satu alat yang digunakan adalah dengan personal selling. Perwujudan dari hal tersebut adalah adanya SPG/Salesperson yang mewakili sebuah produk disebuah toko ritel. Pada penelitian ini peneliti ingin melihat apakah mereka dapat menjadi pencipta nilai bagi konsumen. Dikarenakan konsumen menjadi suatu hal yang sangat penting sehingga memberikan sesuatu yang terbaik adalah sasaran utama bagi setiap perusahaan. Menciptakan suatu nilai pada produk, kemasan, pelayanan adalah beberapa hal yang biasanya dilakukan. Setelah menjadi pencipta nilai dapat menghasilkan pencipta kepuasan.

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The growth of modern retail market is following also the growth of economics that is getting better. The growth is also following the supporting service. It is believed that one of the strategy that has to be used the marketing communication strategy using personal selling because they are connected directly to the customers. Fast moving consumer goods should use the marketing communication strategy that will put them into face to face communication with the customers and the end user consumer. Building a relationship with end-user consumer through personal selling with the help of SPG/Salesperson. In this research we would like to see wether personal selling could create customer value and eventually customer satisfaction. Our consumer is very important for the company because of that we want to give the best output for them. To create something valuable through a product by its service, and the product are only somethings we want to give, and to satisfy their needs."

"[ABSTRAKTesis ini membahas pengaruh brand personality congruence dan customeremployee congruence terhadap customer satisfaction melalui media personal interaction, relationship satisfaction dan loyalty to employee. Penelitian ini adalah penelitian kuantitatif dengan menggunakan analisa SEM. Responden nasabah adalah salah satu perbankan syariah di Indonesia.Adapun hasil dari penelitian yang dilakukan bahwa brand personalitycongruence dan customer-employee congruence mempunyai pengaruh terhadap customer satisfaction. Media yang paling mempengaruhi customer satisfaction adalah relationship satisfaction dan loyalty to employee. Sehingga bagi perusahaan jasa, karyawan menjadi faktor penting karena representatif dari perusahaan dan menjadi kunci terjadinya kepuasan konsumen. Perusahaan harus memberikansarana untuk menunjang kompetensi karyawan saat berhadapan dengan konsumen.;

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ABSTRACTThis thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalized media interaction , relationship satisfaction and loyalty to the employee . This research is a quantitative study using SEM analysis . Respondents are customers of one of Islamic banking in Indonesia.The results of the research showed that brand personality congruence and customer-employee congruence have an influence on customer satisfaction. Media most affect customer satisfaction and loyalty is the relationship to employee satisfaction. So for a service company, the employee becomes an important factor because they representative of the company and a key to the customer?s satisfaction. Service Company should provide this gracious employee competence when dealing with consumers;This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer?s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers;This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer?s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers;This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer’s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers, This thesis explores the influence of brand personality congruence andcustomer-employee congruence on customer satisfaction through personalizedmedia interaction , relationship satisfaction and loyalty to the employee . Thisresearch is a quantitative study using SEM analysis . Respondents are customers ofone of Islamic banking in Indonesia.The results of the research showed that brand personality congruence andcustomer-employee congruence have an influence on customer satisfaction. Mediamost affect customer satisfaction and loyalty is the relationship to employeesatisfaction. So for a service company, the employee becomes an important factorbecause they representative of the company and a key to the customer’s satisfaction.Service Company should provide this gracious employee competence when dealingwith consumers]"

"Tesis ini membahas mengenai pengaruh Experiential Marketing dan Service Quality yang diterapkan oleh Mujigae Resto Mall Kelapa Gading terhadap Customer Satisfaction dan Customer Loyalty. Penelitian ini merupakan penelitian deskriptif dengan teknik sampel non probability sampling. Berdasarkan data dari 240 responden, penelitian ini membuktikan adanya pengaruh positif signifikan antara Experiential Marketing terhadap Customer Satisfaction dan Customer Loyalty, Customer Satisfaction terhadap Customer Loyalty, serta Service Quality terhadap Customer Satisfaction.

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This thesis discusses about the effect of Experiential Marketing and Service Quality which are applied by Mujigae Resto at Kelapa Gading Mall toward the Customer Satisfaction and Customer Loyalty. This research is descriptive research. Based on data from 240 respondents, this study proves the existence of a significant positive effect between Experiential Marketing on Customer Satisfaction and Customer Loyalty, Customer Satisfaction on Customer Loyaly, and Service Quality on Customer Satisfaction."