ANALISIS PENGARUH PERSEPSI OUTLET TERHADAP KREDIBILITAS TENAGA PENJUAL DALAM MENINGKATKAN LOYALITAS OUTLET (Studi Pada Distributor PT. Antar Mitra Sembada Bekasi)

Abstrak

The purpose of this research is to test the influences of salesman characteristic and relationship quality of salesman on outlet trust perception of salesman  to  increase  outlet  loyalty.  Using  these  variables,  the usage  of these variables are able to solve the arising problem within PT. Antar Mitra Sembada Bekasi. The  samples  size  of  this  research  is  100  outlets  PT. Antar Mitra Sembada Bekasi. Using the Structural Equation Modeling (SEM). The results show that the salesman characteristic  and relationship quality of salesman on outlet trust perception of salesman to increase outlet loyalty.  The  effect  of  salesman   characteristic   on  outlet  trust  perception   of salesman  are 0,26;  The effect  relationship  quality  of salesman  on outlet  trust perception  of  salesman  are  0,38;  and  The  effect  outlet  trust  perception  of salesman on outlet loyalty are 0,43.