TA DIGITAL
Analisis Faktor Faktor Yang Mempengaruhi Rasa Percaya Pengecer Pada Produk Sossro di Wilayah Banyumanik
The purpose of this research was to analyse the influence of communication, satisfaction on the sales policy, the company reputation and ability of the salesperson towards retailers trustworthyness.
The population of this study is the retailers or kiosk that sell sosro product and at least one competing product. The sampling tehchnique used was purposive sampling. The analytical method used was test validity, reliability, and multiple linear regression analysis.
The result of the study shows that the regresion analysis of communication, satisfaction on the sales policy, company’s reputation, ability of the salesperson towards retailers’ trustworthyness was
Y = -8,229 + 0,451X1 + 0,675X2 + 0,322X3 + 0,225X4
The communication variables had t count equals to 3,265, satisfaction on the sales policy was 3,963, the company’s reputation was 3,100, the ability of salesperson was 2,010. Of the four variables, only the ability of salesperson who did not have t count bigger than t table (2,048). This means that the ability of salesperson did not affect to confidence on the sosro retailers’. The value of determination coefficient (R2) was 0,712. This means that the 71,2% confidence was influenced by the communication retailers, the satisfaction on the sales policy and company reputation which accounted for 28,8%. The influence by other factors did not exist in this study.
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