Perceived Analysis Adaptive Selling, Customer Satisfaction with the Salesperson, and Customer Satisfaction with the Brand to Brand Loyalty: Case Study on Ubond Brand Mortar Cement Manufacturer

Eni Indriastuti, Ken Sudarti

Abstract


The Indonesian mortar cement industry continues to experience intense competition, requiring companies to strengthen brand loyalty through adaptive and customer-oriented marketing strategies. This study aims to analyze the influence of perceived adaptive selling, customer satisfaction with the salesperson, and customer satisfaction with the brand on brand loyalty in Ubond mortar products. This research employed an explanatory quantitative design. Data were collected through questionnaires administered to 100 building-material store owners who sell Ubond products across Central Java and Yogyakarta. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that perceived adaptive selling positively affects customer satisfaction with the salesperson and customer satisfaction with the brand. Customer satisfaction with the salesperson also significantly enhances customer satisfaction with the brand. Moreover, customer satisfaction with the brand has a significant effect on brand loyalty. These results highlight the critical role of adaptive selling and consistent brand experience in strengthening customer loyalty. The study provides practical implications for improving salesforce responsiveness and brand management strategies within a highly competitive and homogeneous mortar industry.

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References


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