Analysis Of Personal Selling And Customer Relationship Management On Partner Satisfaction At The Be’em Bakery Sme In Gorontalo Regency

Putri Astri Rusmansyah; Melan Angriani Asnawi; Zulfia K Abdussamad

doi:10.63922/ijebir.v5i06.6786

Putri Astri Rusmansyah Faculty of Economics and Business, Gorontalo State University
Melan Angriani Asnawi Faculty of Economics and Business, Gorontalo State University
Zulfia K Abdussamad Faculty of Economics and Business, Gorontalo State University

DOI: https://doi.org/10.63922/ijebir.v5i06.6786

Keywords: Personal selling, Customer Relationship Management, Partner Satisfaction.

Abstract

This study aims to: (1) determine the effect of personal selling on partner satisfaction at the Be’em Bakery SME in Gorontalo Regency, specifically in the Limboto and Batuda’a subdistricts; (2) determine the effect of customer relationship management on partner satisfaction at the Be’em Bakery SME in Gorontalo Regency, specifically in the Limboto and Batuda’a subdistricts; (3) to determine the simultaneous effect of personal selling and Customer Relationship Management on partner satisfaction at the Be’em Bakery SME in Gorontalo Regency, specifically in the Limboto and Batuda’a subdistricts. This study employs a quantitative approach using a survey method. Data collection was conducted by distributing questionnaires to 63 online and 50 offline respondents selected using purposive sampling. The population in this study consists of partners collaborating with the Be’em Bakery SME in Gorontalo Regency, specifically in the Limboto and Batuda’a subdistricts. Data analysis was conducted using descriptive statistical tests, validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with the assistance of SPSS version 23. Based on the research results: (1) Personal selling has a positive and significant effect on partner satisfaction (calculated t = 3.388 > table t = 1.982; sig. 0.001 < 0.05), (2) Customer Relationship Management (CRM), meaning there is no significant effect of CRM on partner satisfaction. (t-calculated 1.804 < t-table 1.982; sig. 0.074 > 0.05), (3) simultaneously, both variables have a significant effect on partner satisfaction (F-calculated 6.962 > F-table 3.08; sig. 0.001 < 0.05), with an R-squared of 0.112, meaning that personal selling and Customer Relationship Management account for 11.2% of the variation in partner satisfaction, while the remainder is influenced by other variables outside the scope of this study. These findings indicate that personal selling plays a more dominant role than Customer Relationship Management in creating partner satisfaction at the Be’em Bakery MSME in Gorontalo Regency.

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