Purpose: This study aims to examine the effect of personal selling and relationship marketing on customer satisfaction and customer loyalty in the PT Welty Indah Perkasa Palembang branch.

Methodology: The population in this study was all customers of PT Welty Indah Perkasa Palembang branch who had made purchase transactions during one period in 2023, totaling 302 customers. The sample in this study was customers who routinely made purchase transactions every month during the one-year period, namely, from January 1, 2023, to December 31, 2023. The analysis technique used in this study was multivariate analysis using a structural equation modeling (SEM) program.

Results: The results of the analysis show that personal selling and relationship marketing affect customer satisfaction, personal selling and relationship marketing affect customer loyalty, and customer satisfaction can strengthen the influence of personal selling and relationship marketing on customer loyalty. The strongest influence is shown by the personal selling variable on customer satisfaction, whereas the least influential variable is the influence of relationship marketing on customer loyalty.