Efektivitas Teknik Psikologi Selling dalam Meningkatkan Penjualan dengan Komitmen Pelanggan sebagai Variabel Intervening
Studi pada Industri E-Commerce di Indonesia
DOI:
https://doi.org/10.70021/dbp.v4i1.211Keywords:
Psychological Selling Techniques, Customer Commitment, Sales Increase, E-Commerce, Smart PLSAbstract
This study aims to examine the effectiveness of Psychological Selling Techniques in increasing sales with Customer Commitment as an intervening variable in the e-commerce industry in Indonesia. The research method employed is quantitative, analyzed using Smart PLS. The results indicate that Psychological Selling Techniques significantly influence both Customer Commitment and Sales Increase. Furthermore, Customer Commitment significantly mediates the effect of Psychological Selling Techniques on Sales Increase. These findings suggest that implementing psychological techniques in selling can enhance customer loyalty and sustainable sales growth. This study offers practical implications for e-commerce companies to integrate psychological selling techniques into their marketing strategies to strengthen customer relationships and improve sales performance.
References
Baron, R. M., & Kenny, D. A. (2021). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182.
Chaffey, D. (2021). Digital marketing: Strategy, implementation, and practice (8th ed.). Pearson Education Limited.
Cialdini, R. B. (2021). Influence: The psychology of persuasion (Rev. ed.). Harper Business.
Hapsari, R., Clemes, M. D., & Dean, D. (2021). The role of customer engagement in enhancing brand experience and brand loyalty in e-commerce platforms. International Journal of Internet Marketing and Advertising, 15(1), 21–40.
Keller, K. L., & Kotler, P. (2021). Marketing management (16th ed.). Pearson Education.
Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: Business, technology, society (16th ed.). Pearson.
Lee, K., & Carter, S. (2021). Global marketing management (5th ed.). Oxford University Press.
Morgan, R. M., & Hunt, S. D. (2021). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38.
Oliver, R. L. (2021). Satisfaction: A behavioral perspective on the consumer (2nd ed.). Routledge.
Schiffman, L. G., & Wisenblit, J. L. (2021). Consumer behavior (12th ed.). Pearson Education.
