PENGARUH PERSONAL SELLING DAN CUSTOMER EXPERIENCE TERHADAP KEPUASAN PELANGGAN ALLBAIK LINGKAR BARAT KOTA BENGKULU

This study aims to determine the effect of Personal Selling and Customer Experience on Customer Satisfaction at Allbaik Lingkar Barat, Bengkulu City, both partially and simultaneously. Several independent variables (X) are examined in this study, including Personal Selling and Customer Experience. The research subjects consist of 150 customers of Allbaik Lingkar Barat, Bengkulu City. Various data analysis techniques were employed, including instrument testing, classical assumption testing, respondent response analysis, multiple linear regression analysis, the coefficient of determination, and hypothesis testing. The F significance value is 0.000 < 0.050, and Fcount > Ftable (67.708 > 3.90). Based on the data analysis, it can be concluded that all independent variables, namely Personal Selling (X1) and Customer Experience (X2), simultaneously have a significant effect on Customer Satisfaction at Allbaik. The results of the multiple linear regression test provide the following findings:1) The study results show that the Personal Selling variable has a significant effect on Customer Satisfaction at Allbaik Lingkar Barat, Bengkulu City, with t-count > t-table (8.011 > 1.960) and sig < α (0.00 < 0.050). 2) The study results show that the Customer Experience variable has a significant effect on Customer Satisfaction at Allbaik Lingkar Barat, Bengkulu City, with t-count > t-table (1.338 > 1.960) and sig < α (0.030 < 0.050). Keywords: : Personal selling, Customer Experience , Customer Satisfaction