PENGARUH PERSONAL SELLING DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DI COLOR CENTER BATAM

Abstract

The development and progress of the business world at this time is very rapid, this is supported by increasingly advanced technology. Many business people run their business by utilizing technology. This study aims to analyze the effect of personal selling and service quality on customer satisfaction. Data collection techniques using quantitative methods and sampling techniques, namely saturated sampling which is all 140 populations used as samples in this study. Data processing using SPSS version 25. The results of the t test on the personal selling variable are t count 6.699 > t table 1.65581 which means that the personal selling variable has a positive and partially significant effect on customer satisfaction and service quality with t count 4,878 > t table 1, 65581 which means that the quality of service has a positive and partially significant effect on customer satisfaction. This result is also evidenced from the test results, namely f count 103.195> f table 2.6, which means that personal selling and service quality variables have a positive and significant simultaneous effect on customer satisfaction at Color center Batam.