The effect of salesperson’s expertise and salesperson’s likeability through trust mediation (Case study of PT. Bank Negara Indonesia (Persero) Tbk. Brawijaya Malang)

Abstract

This study focuses on the role of salesperson in increasing repurchase intention through trust that formed between salesperson and customers. The purpose of this study is to determine the effect of salesperson's expertise and salesperson's likeability on trust and repurchase intention. The sample of this study was BNI Brawijaya Malang's customers who received special services from the salesperson (personal banking assistant - PBA) and had a minimum deposit of IDR 500,000,000, - The sample in this study was included in the purposive sampling category and amounted to 140 people. Data analysis through Partial Least Square (PLS) with version 3.0 smartPLS. The results of this study indicate that salesperson's expertise has a significant effect on trust and repurchase intention, salesperson's likeability has a significant effect on trust but is not significant in repurchase intention. Trust acts as a partial mediation on the influence of salesperson's expertise on repurchase intention, but acts as a complete mediation on the influence of salesperson's likeability on repurchase intention.