PENGARUH KOMUNIKASI SALES PERSON DALAM MEMBANGUN KEPERCAYAAN TERHADAP HUBUNGAN JANGKA PANJANG

Abstract

Previous of trust have found that trust was a central role in development of success
relationship This study try to answer that question with monitoring relationship between PT.
Combiphar’s salesperson and ritailer in Semarang. In addition to know consequences of trust, the
author also analyze long-term in relationship as consequences of trust.
To answer rhe question on this study, the outhor develops a research model from literature
review. The model has two hypothesis with variables : communication ability from salesperson,
trust to salesperson and long-term relationship. Data analyze to 65 ritailer respondent a number of
drugstore, haberdasherry, Minimarket and Supermarket from Combiphar product in Semarang and
is done using Structural Equation Modeling as analysis toll on AMOS 4.01. program.
Result of data analysis showed that all hypotesis can be received. Thus, it can be
concluded that trust to salesperson can be influenced by factors : communication ability from
salesperson for indicators communication frequencies, dialog communication, verbal
communication and listening. Furthermore from that trust can be ritailer influences to long-term
relationship with that salesperson.
Key words: communication, trust, long term relationship