Pengaruh Customer Relationship Marketing dan Personal Selling terhadap Penjualan Produk di PT Amoeba Biosintesa Bandung
Main Article Content
Abstract
This study was conducted to determine the effect of Customer Relationship Marketing and Personal Selling on increasing sales at PT Amoeba Biosintesa. Research using quantitative methods. Data collection using a 1-5 Likert scale questionnaire, data analyzed using SPSS software. The sample consisted of 100 respondents determined through the Lemeshow formula. The results show that simultaneously and partially Customer Relationship Marketing and personal selling simultaneously and partially have a positive and significant effect on increasing product sales at PT Amoeba Biosintesa. The coefficient of determination shows that Customer Relationship Marketing and Personal Selling contribute 59.6% to the increase in sales. Customer Relationship Marketing and Personal Selling play an important role in marketing strategy and have a significant influence on product sales at PT Amoeba Biosintesa. It is expected that the company optimizes Customer Relationship Marketing with advanced technology and service personalization, and increases the effectiveness of Personal Selling through training and direct interaction with customers.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Adewale, A. G., Adeniran, A. J., & Oluyinka, S. A. (2019). The effect of personal selling and marketing on firm sales growth (a study of PZ and Dangote Nigeria PLC). Journal of Business Management, 5(1), 1–18. https://www.researchgate.net
Dedy, A., Wulandari, S., Mubarok, A., Noor, C. M., & Sukajie, B. (2023). Personal Selling, Kepercayaan, Kualitas Pelayanan Serta Pengaruhnya Terhadap Keputusan Pembelian. Jurnal Sains Manajemen, 5(2), 114–122.
Hulu, B., Dakhi, Y., & Zalogo, E. F. (2021). Pengaruh Strategi Pemasaran Terhadap Volume Penjualan Pada Ud. Mitra Kecamatan Amandraya. Pareto: Jurnal Riset Bisnis Dan Manajemen, 6(2), 16–25.
Kotler, P., & Armstrong, G. (2008). Perinsip-Perinsip Pemasaran (A. Maulana (ed.); 12th ed.). Erlangga, Jakarta.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education, London.
Monith, D. S., Hartati, T., & Sinaga, M. O. (2020). Pengaruh Personal Selling Terhadap Volume Penjualan CCTV dan Fire Alarm pada PT. Danatel Pratama. SEMNASTERA (Seminar Nasional Teknologi Dan Riset Terapan), 2, 226–232.
Nurcayani, A. (2024). Boosting Global Customer Loyalty through E-CRM and Digital Marketing Strategies. Indonesian Journal of Innovation Studies, 25(1), 10–21070.
Octavianita, R., & Darmawan, E. B. (2021). Pengaruh Personal Selling Terhadap Pencapaian Target Penjualan (Studi Kasus Pt. Setiawan Sedjati). Jurnal Ekonomi Dan Bisnis, 8(3), 130–139.
Palmatier, & Robetr, W. (2008). Relationship Marketing. Marketing Science Institude, Cambrige.
Putri, N., Kurniawan, S., Sani, A., Manjemen, P., & Tinggi Ilmu Ekonomi AMKOP Makassar, S. (2022). Pengaruh Personal Selling terhadap Peningkatan Penjualan Alat Tulis pada CV. Etalase Mitra Jaya di Wajo pada Masa Lockdown Pandemi Covid 19. Amkop Management Accounting Review (AMAR), 2(1), 13–19. https://doi.org/10.37531/amar.v1i2.137
Riduwan, & Akdon. (2010). Rumus dan data dalam aplikasi statistika (2nd ed.). Alfabeta Bandung.
Rodriguez, M., & Boyer, S. (2020). The impact of mobile customer relationship management (mCRM) on sales collaboration and sales performance. Journal of Marketing Analytics, 8(3), 137–148. https://doi.org/10.1057/s41270-020-00087-3
Rosinta, E., & Hasibuan, D. (2018). Implementasi Customer Relationship Management ( CRM ) Pada Aplikasi Penjualan Berbasis Web PT . Buana Telekomindo. Jurnal TIMES (Techonology Informatics & Computer System), VII(1), 8–14.
Seran, R. B., Sundari, E., & Fadhila, M. (2023). Strategi Pemasaran yang Unik: Mengoptimalkan Kreativitas dalam Menarik Perhatian Konsumen. Jurnal Mirai Management, 8(1), 206–211.
Suhari, Y., Utomo, A. P., Nugroho, I., & Pradana, R. A. (2023). Implementasi Customer Relationship Management (CRM) pada Toko Herbal (Studi Kasus: Stokis Herbal HNI Cabang Semarang). INTECOMS: Journal of Information Technology and Computer Science, 6(2), 1163–1169.
Tjiptono, F. y. (2012). Strategi Pemasaran, edisi kedua, cetakan kedua. Penerbit Andi Offset, Yogyakarta.
Wijaya, H. D. (2024). Pengaruh Customer Relationship Management (CRM) terhadap Kepuasan Pelanggan dan Kinerja Perusahaan. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 3(3), 1279–1289.