ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh Customer Relationship Marketing (CRM) dan Personal Selling terhadap peningkatan penjualan di PT Amoeba Bio Sintesa. Penelitian menggunakan metode kuantitatif dengan pendekatan survei, pengumpulan data menggunakan kuesioner dengan skala likert 1-5, data dianalisis menggunakan SPSS versi 27. Sampel terdiri dari 100 responden yang ditentukan melalui rumus Lemeshow. Hasil menunjukkan bahwa CRM dan personal selling secara simultan dan parsial berpengaruh positif dan signifikan terhadap Peningkatan Penjualan Produk di PT Amoeba Bio Sintesa. Koefisien determinasi menunjukkan Customer Relationship Marketing (CRM) dan Personal Selling berkontribusi sebesar 59,6% terhadap peningkatan penjulan. CRM dan Personal Selling memainkan peran penting dalam strategi pemasaran dan memiliki pengaruh signifikan terhadap penjualan produk di PT Amoeba Bio Sintesa. Diharapkan perusahaan mengoptimalkan CRM dengan teknologi canggih dan personalisasi layanan, serta meningkatkan efektivitas Personal Selling melalui pelatihan dan interaksi langsung dengan pelanggan.
Kata Kunci: Customer Relationship Marketing, personal selling, Peningkatan Penjualan, PT Amoeba Bio Sintesa.
ABSTRACT
This study was conducted to determine the effect of Customer Relationship Marketing (CRM) and Personal Selling on increasing sales at PT Amoeba Bio Sintesa. The study used a quantitative method with a survey approach, data collection using a questionnaire with a Likert scale of 1-5, the data was analyzed using SPSS version 27. The sample consisted of 100 respondents determined through the Lemeshow formula. The results show that CRM and Personal Selling simultaneously and partially have a positive and significant effect on increasing product sales at PT Amoeba Bio Sintesa. The coefficient of determination shows that Customer Relationship Marketing (CRM) and Personal Selling contribute 59.6% to the increase in sales. CRM and Personal Selling play an important role in marketing strategy and have a significant influence on Product Sales at PT Amoeba Bio Sintesa. It is expected that companies optimize CRM with advanced technology and service personalization, and increase the effectiveness of Personal Selling through training and direct interaction with customers.
Keywords: Customer Relationship Marketing, Personal Selling, Sales Increase, PT Amoeba Bio Sintesa.