PENGARUH PEMASARAN RELASIONAL PELANGGAN TERHADAP KINERJA PENJUALAN OUTLET TEH DANDANG BIRU (Studi Kasus pada PT. Kartini The Nasional Depo Sragen)

Abstract

The objective of this study isto examine the effect of marketing communication, customer orientation, and salesperson’s competency on customer relationship marketing and outletsales performance. The study was conducted in PT. Kartini Teh Nasional Depo Sragen and there were 120 outlets used as the respondents. Data were analyzed usingStructural Equation Modeling (SEM) with the help of Analysis of Moment Structure (AMOS) version 18.0 software. Based on the analysis of marketing communication, it did not affect the customer relationship marketing. Customer orientation did not affect the customer relationship marketing. Salesperson’s competency did not affect the customer relationship marketing. Marketing communication influenced the outletsales performance. Customer orientation did not influence the outletsales performance. Salesperson’s competency did not affect the outletsales performance. Customer relationship marketing influencedthe outletsales performance.