Pentingnya Keahlian dan Kepercayaan dalam Membangun Loyalitas
Abstract
Abstract
Customer loyalty is very influential on the success of a company. To be able to increase customer loyalty itself, companies must pay attention and increase expertise and trust of their salesperson. When viewed from various aspects, the influence of expertise and trust on customer loyalty is very dominant in the insurance company to continue to increase the profits of the company. Here the sales representative assume a significant part in increasing the sales representative expertise and the sales representative trust in customer loyalty. Therefore, the reason for this study is to look at the impact of the sales representative expertise on loyalty mediated by sales representative trust. The quantity of the sample taken in this review were insurance customers with a total sample of 170 people in the city of Bandung. Testing the instrument using validity and reliability tests with data analysis using path analysis. From the result of the study, it is realized that there is an impact of the sales representative expertise on customer loyalty and trust in salesperson as a partial mediation, which means the greater the sales representative expertise and the sales representative trust, the greater the consumer loyalty to the sales representative expertise.
Kata Kunci: Sales Representative Expertise; Sales Representative Trust; Loyalty.
Abstrak
Loyalitas pelanggan sangat berpengaruh terhadap kesukseskan dari sebuah perusahaan. Untuk bisa meningkatkan loyalitas pelanggan itu sendiri, perusahaan harus memperhatikan dan meningkatkan keahlian dan kepercayaan tenaga penjualannya. Jika dilihat dari berbagai aspek, pengaruh keahlian dan kepercayaan terhadap loyalitas pelanggan sangat dominan pengaruhnya di dalam perusahaan asuransi untuk tetap meningkatkan keuntungan dari perusahaannya tersebut. Disini tenaga penjualan sangat berperan penting dalam meningkatkan keahlian tenaga penjualan dan kepercayaan tenaga penjualan terhadap loyalitas pelanggan. Tujuan dari penelitian ini adalah meneliti pengaruh keahlian tenaga penjualan terhadap loyalitas yang dimediasi oleh kepercayaan terhadap tenaga penjualan. Dalam penelitian ini yang dijadikan sampel ialah nasabah asuransi dengan total sampel sebanyak 170 orang di kota Bandung. Pengujian instrument menggunakan uji validitas dan reabilitas dengan analisis data menggunakan path analysis. Dari hasil penelitian, diketahui bahwa terdapat pengaruh keahlian tenaga penjualan terhadap loyalitas pelanggan dan kepercayaan terhadap tenaga penjualan berperan sebagai mediasi parsial, yang berarti semakin besar keahlian tenaga penjualan dan kepercayaan terhadap tenaga penjualan asuransi, maka akan semakin besar juga loyalitas konsumen terhadap keahlian tenaga penjualan asuransi tersebut.
Kata Kunci: Keahlian Tenaga Penjualan; Kepercayaan Terhadap Tenaga Penjualan; Loyalitas.
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DOI: https://doi.org/10.17509/jimb.v14i1.54345
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