Appreciative-Selling: Does It Matter in Customer Perception?

ARIFA WIDYASARI, Rahmat Hidayat, M.Sc., Ph.D.

2020 | Skripsi | S1 PSIKOLOGI

Perbedaan antara metode penjualan customer, product, dan selling-orientation telah menjadi perdebatan selama bertahun-tahun. Penelitian ini bertujuan untuk mengetahui perbedaan antara metode customer, product, dan selling-orientation pada persepsi kualitas, kepuasan konsumen, dan keinginan membeli melalui penjual. Pengumpulan data dilakukan dalam bentuk experiment antar grup dengan tiga grup dimanipulasi dalam kondisi: appreciative-selling, promotive-selling, dan hard-selling. Partisipan diberikan skenario dimana mereka akan diminta untuk melakukan chatting dengan penjual, yang sebelumnya jawaban serta pertanyaannya telah diatur dalam skrip. Partisipan kemudian akan diminta mengisi kuesioner mengenai persepsi kualitas pelayanan penjual, kepuasan konsumen, dan keinginan membeli. Hasil menunjukkan bahwa ada perbedaan signifikan antara grup appreciative-selling, promotive-selling, dan hard-selling. Akan tetapi, gender ditemukan tidak memiliki perbedaan signifikan dalam persepsi kualitas terhadap pelayanan, kepuasan konsumen, dan keinginan membeli melalui penjual. Konklusinya, metode customer-orientation memiliki hasil yang berbeda dengan selling-orientation dan memiliki pengaruh terhadap persepsi kualitas pelayanan, kepuasan konsumen, dan juga keinginan membeli melalui penjual.

Researchers have been debating over the distinction between and effectiveness of salespeople’s customer, product, and selling-orientation. This study aim to see whether there is a difference of perceived quality, customer satisfaction, and purchase intention in customers’ being sold using customer-orientation, product-orientation and selling-orientation. Data collection took the form of a between-subject design experiment, consisting of three manipulation conditions: appreciative-selling, promotive-selling, hard-selling. Participants were given a scenario and then asked to chat with salesperson in which the answer of salesperson had been scripted beforehand in certain manner according to the assigned manipulation group. Subsequently, parcipants were asked to complete questionnaire on perceived quality, customer satisfaction, and purchase intention. Result shows there is significant difference of appreciative-selling compare to promotive-selling and hard-selling in perceived quality, customer satisfaction, and purchase intention. However, there is no significant differences between males and females in perceived quality, customer satisfaction, and purchase intention. Taking everything into conclusion, customer-orientation shows different result with selling orientation and does impact participants in shaping the perception regarding perceived quality of service, customer satisfaction, and purchase intention.

Kata Kunci : Appreciative-selling, customer orientation, perceived quality, customer satisfaction, purchase intention, customer perception