PENGARUH PERSONAL SELLING, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA PADA LOYALITAS PELANGGAN (STUDI KASUS PESERTA BPJS KETENAGAKERJAAN BUKAN PENERIMA UPAH KANTOR CABANG RAWAMANGUN)

PERMANA, GILANG (2019) PENGARUH PERSONAL SELLING, BRAND IMAGE, DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN DAN IMPLIKASINYA PADA LOYALITAS PELANGGAN (STUDI KASUS PESERTA BPJS KETENAGAKERJAAN BUKAN PENERIMA UPAH KANTOR CABANG RAWAMANGUN). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to analyze the effect of personal selling, brand image and word of mouth on customer loyalty. Purchase decisions was used a moderating variable. Both primary and secondary data were gathered. Secondary data were obtained from various sources such as journals, books and other related publications. Primary data were obtained by distributing questionnaires to the target respondents. The target respondents are the customers of BPJS Ketenagakerjaan (a government owned insurance company), at Rawamangun Office, particularly those who work for informal sectors. Using a simple random sampling technique, 98 respondents were obtained. The results showed that personal selling, brand image, and word of mouth had a significant effect on customer loyalty. Similarly, personal selling, brand image, and word of mouth had a significant effect purchase decisions. Further, purchasing decision was confirmed as a moderating variable. It is recommended that the company should improve the quality of their marketing power and promoting through social media in order to create referral to gain new customers. Keyword: Customer Loyalty, Purchasing Decisions. Penelitian ini bertujuan untuk menganalisa pengaruh personal selling, brand image, dan word of mouth terhadap loyalitas pelanggan. Keputusan pembelian digunakan sebagai variabel moderat. Data sekunder didapatkan dari berbagai sumber seperti jurnal, literasi, dan sumber publikasi lainya. Data primer didapatkan menggunakan kuesioner yang didistribusikan kepada peserta BPJS Ketenagakerjaan cabang Rawamangun, khususnya pekerja informal. Sebanyak 98 responden diperoleh dengan menggunakan metode random sampling. Hasilnya menunjukkan bahwa personal selling, brand image, dan word of mouth berpengaruh besar dalam loyalitas pelanggan dan keputusan pembelian. Penelitian ini menunjukkan bahwa keputusan pembelian merupakan variabel moderat dan merekomendasikan kepada perusahaan untuk meningkatkan kualitas tenaga pemasar, dan mempromosikan perusahaan melalui media sosial, sehingga para pelanggan dapat merekomendasikan perusahaan kepada calon pelanggan baru. Kata Kunci: Loyalitas Pelanggan, Keputusan Pembelian.

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