The Effect of Promotion Mix on Sales Performance Mediated by Customer Loyalty at Paul Bakery Kota Kasablanka Jakarta

Abstract

The company strives to remain at a high level of competition with various strategies in maintaining its business. Many new companies find it challenging to keep their company due to marketing strategies that do not follow current globalization developments. Therefore the company will try to find ways to market its products, starting from promoting products, knowing products to make customers loyal. The purpose of this study is to see the effect of advertising, promotion, personal selling, direct digital marketing, and public relations on sales performance and customer loyalty by taking samples at the Paul Bakery Kota Kasablanka Jakarta. The research method used is descriptive, namely an analysis that describes the variables to the bakery's sales volume at Paul Bakery Kota Kasablanka. The results showed: the advertising variable has no positive effect on sales performance, customer loyalty, and sales performance through customers; promotion variable has no positive impact on sales performance and sales performance through customer loyalty but has a positive effect on customer loyalty; personal selling variable has a positive effect on sales performance, employee performance through customer loyalty but has no effect on customer loyalty; direct digital marketing variable has a positive effect on sales performance and customer loyalty but does not have a positive effect on sales performance through customer loyalty, and public relations variables have a positive effect on sales performance, customer loyalty and sales performance through customer loyalty.