Salesperson performance and patronage intention: The role of mediation and moderation analysis

This study aimed to test and analyze the relationship between salesperson performance, brand image, price sensitivity, and patronage intention at Toko Emas Amiin. This research uses quantitative methods on 140 customers of Toko Emas Amiin who have met the purposive sampling criteria. The results of this study indicate that: 1) Salesperson performance has a positive and significant effect on brand image; 2) Brand image has a positive and significant effect on patronage intention; 3) Salesperson performance has no significant effect on patronage intention; 4) Brand image mediates the effect of salesperson performance on patronage intention significantly; 5) Price sensitivity moderates the effect of brand image on patronage intention significantly. Based on the results of this study, it can be said that the higher the customer's assessment of salesperson performance, the more positive the brand image that will be created in the customer's mind, thus making the customer's intention to patronize the Toko Emas Amiin in the future increase. However, customers who are price sensitive and do not get satisfaction with the price tend to discourage their intention to patronage the Toko Emas Amiin even though the brand image has been created positively.