ANALISIS PENGARUH SALES PERSON BEHAVIOR DALAM MENCIPTAKAN CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION DI PT INDOTAMA SERAYA ARTHA

PT Indotama Seraya Artha is a distributor company for cake ingredient products which has a popular retailer, namely IDAKU. This research is presented to analyze and find out how sales person behavior influences customer loyalty through customer satisfaction at PT Indotama Seraya Artha. Research variables include sales person behavior, customer loyalty, and customer satisfaction as mediating variables. The population is customers B2B who have made transactions at least twice in the period October-November 2023. The sample was determined using a proportional quota sampling technique and the sample size was 40 respondents. Data analysis technique, namely path analysis. Collecting research data by distributing paper questionnaires to customers. The research results show that sales person behavior has no significant effect on customer loyalty. The relationship between the influence of sales person behavior on customer satisfaction and customer satisfaction on customer loyalty has a positive and significant effect, and proves that customer satisfaction is positive mediate, but insignificant on the relationship between the influence of sales person behavior on customer loyalty. These results mean that customer satisfaction is not suitable for mediation, so in future research it is hoped that other mediating variables will be used, such as customer trust.