The effect of personal selling and relationship marketing on customer loyalty and satisfaction as an intervening variable in PT. Welty Indah Perkasa Palembang Branch

https://doi.org/10.35912/jdbm.v1i2.3325
Published: Aug 14, 2025

Abstract:

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

Methodology: The study population comprised 302 customers of PT Welty Indah Perkasa Palembang branch who made purchase transactions during 2023, while the sample included customers with regular monthly transactions from January 1 to December 31, 2023. Data were analyzed using multivariate analysis with a structural equation modeling (SEM) program.

Results: The analysis shows that personal selling and relationship marketing influence both customer satisfaction and loyalty, with customer satisfaction strengthening the effect on loyalty. Personal selling has the strongest impact on satisfaction, whereas relationship marketing has the weakest impact on loyalty.

Conclusion: Effective personal selling and relationship marketing strategies play a critical role in enhancing customer satisfaction, which, in turn, fosters greater customer loyalty. Among these factors, personal selling emerged as the most impactful driver of satisfaction and loyalty within the company’s customer base.
Limitation: This study is limited to a single branch of PT Welty Indah Perkasa and uses a sample confined to customers with regular monthly transactions for over one year. The findings may not be fully generalizable to other branches, industries, or customers with irregular purchase patterns.

Contribution: This study provides empirical evidence of the key role of personal selling and relationship marketing in fostering sustainable customer satisfaction and loyalty in the B2B context, offering strategic guidance to prioritize personal selling and enhance relationship marketing for long-term engagement.

Keywords:
1. Personal Selling
2. Relationship Marketing
3. Customer Satisfaction
4. Customer Loyalty
Authors:
1 . Roby Yansah
Universitas Sriwijaya, Indonesia
2 . Ahmad Maulana
Universitas Sriwijaya, Indonesia
3 . Muchsin Saggaf Shihab
Universitas Sriwijaya, Indonesia
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Vol. 1 No. 2 (2025): August
Articles
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References

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    Butarbutar, M., Efendi, E., Simatupang, S., Butarbutar, N., & Sinurat, D. N. (2021). Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Pininta Coffee Pematangsiantar. Maker: Jurnal Manajemen, 7(2), 200-207.

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    Fullerton, G. (2003). When does commitment lead to loyalty? Journal of service research, 5(4), 333-344. doi:https://doi.org/10.1177/1094670503005004005

    Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39, 1372-1388. doi:http://dx.doi.org/10.1108/03090560510623307

    Ghanad, A. (2023). An Overview of Quantitative Research Methods. INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS, 06. doi:http://dx.doi.org/10.47191/ijmra/v6-i8-52

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    Scherpen, F., Draghici, A., & Niemann, J. (2018). Customer experience management to leverage customer loyalty in the automotive industry. Procedia-Social and Behavioral Sciences, 238, 374-380. doi:https://doi.org/10.1016/j.sbspro.2018.04.014

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    Wilk, V., Soutar, G., & Harrigan, P. (2021). Online Brand Advocacy and Brand Loyalty: A reciprocal relationship? Asia Pacific Journal of Marketing and Logistics, ahead-of-print, ahead-of. doi:http://dx.doi.org/10.1108/APJML-05-2020-0303

  1. Aldaihani, F. M. F., & Ali, N. A. B. (2019). Impact of relationship marketing on customers loyalty of Islamic banks in the State of Kuwait. International Journal of Scientific & Technology Research, 8(11), 788-802.
  2. Butarbutar, M., Efendi, E., Simatupang, S., Butarbutar, N., & Sinurat, D. N. (2021). Analisis Faktor-Faktor Yang Mempengaruhi Kepuasan Konsumen Pininta Coffee Pematangsiantar. Maker: Jurnal Manajemen, 7(2), 200-207.
  3. Chaudhuri, A., & Holbrook, M. (2001). The Chain of Effects From Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of marketing, 65, 81-93. doi:http://dx.doi.org/10.1509/jmkg.65.2.81.18255
  4. Fullerton, G. (2003). When does commitment lead to loyalty? Journal of service research, 5(4), 333-344. doi:https://doi.org/10.1177/1094670503005004005
  5. Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39, 1372-1388. doi:http://dx.doi.org/10.1108/03090560510623307
  6. Ghanad, A. (2023). An Overview of Quantitative Research Methods. INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND ANALYSIS, 06. doi:http://dx.doi.org/10.47191/ijmra/v6-i8-52
  7. Gunasekharan, T., Basha, S. S., & Lakshmanna, B. (2016). A Study on impact of Promotion Mix elements-Sales promotion & Direct Marketing of DTH manufactures on Customer Behaviour. ITIHAS The Journal of Indian Management, 6(1), 67-72.
  8. Hadi, L. P., Saufi, A., & Rinuastuti, B. H. (2023). Pengaruh Relationship Marketing Terhadap Loyalitas Pelanggan Pada Pt. Sicepat Di Kota Mataram. Jmm Unram-Master of Management Journal, 12(2), 177-185.
  9. Hadiwijaya, H., & Yustini, T. (2023). Analysis of consumer preferences towards digital marketing and its implications on the competitive advantage of SMEs in Banyuasin Regency. Annals of Human Resource Management Research, 3(2), 83-96.
  10. Hayati, I., & Siregar, Y. Y. Y. (2019). Pengaruh Dimensi Kualitas Jasa Terhadap Kepuasan Nasabah (Studi Kasus Pada Bank Syariah Mandiri Kantor Cabang Pembantu Padang Bulan Medan). AGHNIYA: Jurnal Ekonomi Islam, 1(2), 234-250.
  11. Javed, N., Khalil, S. H., Ishaque, A., & Khalil, S. M. (2023). Lovemarks and beyond: Examining the link between lovemarks and brand loyalty through customer advocacy in the automobile industry. PloS one, 18(4), e0285193. doi:https://doi.org/10.1371/journal.pone.0285193
  12. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2018). Marketing management: an Asian perspective: Pearson London.
  13. Lepojevi?, V., & ?uki?, S. (2018). Factors affecting customer loyalty in the business market-an empirical study in the Republic of Serbia. Facta Universitatis, Series: Economics and Organization, 245-256.
  14. Lim, C. H., & Teoh, K. B. (2021). Factors influencing the SME business success in Malaysia. Annals of Human Resource Management Research, 1(1), 41-54.
  15. Munther, M., Zyoud, M., Tahani, R., Bsharat, T., & Dweikat, K. (2024). Quantitative Research Methods: Maximizing Benefits, Addressing Limitations, and Advancing Methodological Frontiers. II, 11-14. doi:http://dx.doi.org/10.5281/zenodo.10939470
  16. Pratiwi, S. W., Suparwan, C., & Alfaridi, N. (2019). Pengaruh Integrated Marketing Dan Relationship Marketing Terhadap Loyalitas Pelanggan. Jurnal Manajemen Bisnis Transportasi dan Logistik, 5(2), 207-212.
  17. Putra, M. F., Ahadiyat, A., & Keumalahayati, K. (2023). The influence of leadership style on performance with motivation as mediation (Study on employees of Metro City trade services during pandemi). Journal of Multidisciplinary Academic and Practice Studies, 1(1), 69-82. doi:10.35912/jomaps.v1i1.1536
  18. Rinenggo, A., Sudiro, A., Sunaryo, S., & Hussein, A. (2025). Exploring the Dynamics of Brand Image, Perceived Value, and Switching Cost in Shaping B2B Customer Loyalty: Evidence from the Indonesian Healthcare Equipment Market. Journal of System and Management Sciences, 15, 256-271. doi:http://dx.doi.org/10.33168/JSMS.2025.0315
  19. Safari, N., Safari, F., Olesen, K., & Shahmehr, F. (2016). Evaluating Electronic Customer Relationship Management Performance: Case Studies from Persian Automotive and Computer Industry. arXiv preprint arXiv:1606.00880. doi:https://doi.org/10.48550/arXiv.1606.00880
  20. Sahu, A. K., Padhy, R., & Dhir, A. (2020). Envisioning the future of behavioral decision-making: A systematic literature review of behavioral reasoning theory. Australasian Marketing Journal, 28(4), 145-159.
  21. Sasongko, S. R. (2021). Faktor-faktor kepuasan pelanggan dan loyalitas pelanggan (literature review manajemen pemasaran). Jurnal Ilmu Manajemen Terapan, 3(1), 104-114.
  22. Scherpen, F., Draghici, A., & Niemann, J. (2018). Customer experience management to leverage customer loyalty in the automotive industry. Procedia-Social and Behavioral Sciences, 238, 374-380. doi:https://doi.org/10.1016/j.sbspro.2018.04.014
  23. Sugiyono, P. (2019). Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
  24. Tjiptono, F. (2019). Pemasaran jasa.
  25. Wilk, V., Soutar, G., & Harrigan, P. (2021). Online Brand Advocacy and Brand Loyalty: A reciprocal relationship? Asia Pacific Journal of Marketing and Logistics, ahead-of-print, ahead-of. doi:http://dx.doi.org/10.1108/APJML-05-2020-0303