Customer Satisfaction Orientation as A Strategy to Increase Sales (A Study at BPRS Cerana Kiat Andalas Bukittinggi)

Consumer satisfaction is an important aspect that must be considered in the continuity of a business, for that all activities carried out by the company are aimed at meeting the needs and desires of their customers, so that consumers want to consume them, and ultimately will increase sales. for that business actors must have a good strategy in order to win the hearts of their buyers, this study aims to examine the efforts made by PT BPRS Cerana Kiat Andalas in meeting customer desires in order to achieve their satisfaction. The research method used to achieve the research results is carried out in the following manner: the type of research is field research, data for this study was taken by conducting interviews with consumers, employees and leaders of BPRS Cerana Kiat Andalas, after the data was collected it was analyzed using qualitative descriptive analysis methods. The results of this study concluded that the strategy carried out by PT BPRS Cerana Kiat Andalas to increase its sales through consumer orientation or customer satisfaction by doing the following: First, a strategic location that is easy to access. Second, providing good quality service. Third, carrying out reliable marketing activities. Fourth, competitive prices and product innovation. Fifth, establishing good relationships with customers by applying the principle of a sense of family. Sixth, Pick up the ball. This strategy has helped the company in creating consumer satisfaction, as well as being successful in increasing sales.