The effect of salesperson’s expertise and salesperson’s likeability through trust mediation (Case study of PT. Bank Negara Indonesia (Persero) Tbk. Brawijaya Malang)

Riwidya Tri Oktavia

Abstract


This study focuses on the role of salesperson in increasing
repurchase intention through trust that formed between salesperson
and customers. The purpose of this study is to determine the effect
of salesperson's expertise and salesperson's likeability on trust and
repurchase intention. The sample of this study was BNI Brawijaya
Malang's customers who received special services from the
salesperson (personal banking assistant - PBA) and had a minimum
deposit of IDR 500,000,000, - The sample in this study was included
in the purposive sampling category and amounted to 140 people.
Data analysis through Partial Least Square (PLS) with version 3.0
smartPLS. The results of this study indicate that salesperson's
expertise has a significant effect on trust and repurchase intention,
salesperson's likeability has a significant effect on trust but is not
significant in repurchase intention. Trust acts as a partial mediation
on the influence of salesperson's expertise on repurchase intention,
but acts as a complete mediation on the influence of salesperson's
likeability on repurchase intention.

Keywords


Salesperson’s expertise, salesperson’s likeability, trust, repurchase intention

Full Text:

PDF

References


Ariawan, Haston Sakunda. 2001. Analisis pengaruh karakteristik tenaga

penjualan, ethical concern dan keakraban terhadap kepercayaan

pelanggan. Tesis

Assauri, Sofjan. 2012. Manajemen Pemasaran. Gramedia Pustaka Utama.

Jakarta

Baron, R.M. and Kenny, D.A. (1986). The moderator-mediator variable

distinction in social psychological research: Conceptual, strategic,

and statistical considerations. Journal of Personality and Social

Psychology. 51(6): 1173-1182.

Blackwell, Engel, Miniard. 2001. Consumer Behavior, 9th Edition. Ohio:

South Western.

Chow, S., & Holden, R. 1997. Toward an understanding of loyalty: The

moderating role of trust, Journal of Managerial Issues, 9(3), 275-

Dalrymple, Douglas J., William L. Cron & Thomas E. Decarlo. 2001. Sales

Management, 7th Edition. Jhon Wiley & Sons Inc. New York

Doney, P.M., dan Cannon, J.P. 1997. An Examination of the Nature of Trust

in Buyer-Seller Relationship, Journal of Marketing, Vol. 61, April:

-51

Echchakoui, Saïd. 2015. Drivers of sales force equity in the service industry,

Journal of Retailing and Consumer Services 27(2015)140–153

Fang, Yu-Hui, Chao-Min Chiu, dan Eric T.G Wang. 2011. Understanding

customers’ satisfaction and repurchase intentions An integration of

IS success model, trust, and justice, Internet Research Vol. 21 No.

, 2011 pp. 479-503

Griffin, Jill. 2005. Customer Loyalty, Menumbuhkan dan Mempertahankan

Kesetiaan Pelanggan. Erlangga. Jakarta

Guenzi, Paolo dan Laurent Georges. 2008. Interpersonal trust in commercial

relationships Antecedents and consequences of customer trust in

the salesperson, European Journal of Marketing Vol. 44 No. 1/2,

pp. 114-138

Han, Heesup dan Sunghyup Sean Hyun. 2015. Customer retention in the

medical tourism industry: Impact of quality, satisfaction, trust, and

price reasonableness, Tourism Management 46 (2015) 20e29

Jonathan, Michael. 2015. Analisis Peran Salesperson’s Expertise dan

Corporate Image Dalam Mempengaruhi Customer Trust da dan

Dampaknya Terhadap Purchase Intention Pada Perusahaan Asuransi

PT. Tokio Mareni Life Insurance Indonesia Cabang BSD. Tesis.

Universitas Bina Nusantara. Jakarta

Kinnear, Thomas C. and James R. Taylor. 1995. Marketing Research: An

Applied

Approach. McGraw Hill Text.

Kotler, Philip. 2009. Manajemen Pemasaran. Erlangga. Jakarta

Kotler, Philip dan Gary Amstrong. 2012. Prinsip-Prinsip Pemasaran.

Erlangga. Jakarta

Kusuma, Adi Rah. 2009. Pengaruh Kualitas Pelayanan, Kompetensi Tenaga

Penjualan, Dan Citra Perusahaan Terhadap Minat Beli Ulang (Studi

pada PT. Ratna Intan Kusuma di Semarang). Tesis. Universitas

Diponegoro. Semarang

Lee, S., & Dubinsky, A.J. 2003. Influence of Salesperson Characteristics and

customer emotion on retail dyadic relationships. References Papers.

www.scirp.org

Lowenstein, Michael W., Jill Griffin. 2001. Customer Winback: How To

Recapture Lost Customers and Keep Them Loyal. Jossey Bass

Liu, Annie H. dan Mark P. Leach. 2001. Developing Loyal Customers with a

Value-Adding Sales Force: Examining Customer Satisfaction

and the Perceived Credibility of Consultative Salespeople,

Journal of Personal Selling & Sales Management, Vol.XXI,

No.2

Meyer, R.C., Davis, J. H., dan Schoorman, F. D. 1995. An Integratif Model of

Organizatitonal Trust, Academy of Management Review, 30 (3):

-734

Sekaran, Uma. 2011. Research Methods for business, Edisi I and 2.

Salemba Empat. Jakarta

Yu, Tsu-Wei dan Lu-Ming Tseng. 2015. The role of salespeople in

developing life insurance customer loyalty, International Journal of

Retail & Distribution Management Vol. 44 No. 1, 2016 pp. 22-37

Yu, Tsu-Wei dan Feng-Cheng Tung. 2015. Antecedents and consequences

of insurer-salesperson relationships, Marketing Intelligence &

Planning, Vol. 32 Iss 4 pp. 436 - 454




DOI: https://doi.org/10.18860/mec-j.v3i2.5846

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2019 Management and Economics Journal (MEC-J)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Office:
Faculty of Economics,
State Islamic University of Maulana Malik Ibrahim Malang
Gajayana Street 50, Malang-East Java, Indonesia 65144
Phone (+62) 341 558881, Facsimile (+62) 341 558881
e-mail: mecjournal@uin-malang.ac.id

 

 

P-ISSN 2599-3402
E-ISSN 2598-9537

Lisensi Creative Commons

MEC-J is licensed under CC-BY-SA
© All rights reserved 2017.

 

MEC-J INDEXED IN:  

                                  

Member of:

 

View My Stats