Grains of Trust: Nurturing Repurchase Intentions With Expertise and Likeability in Rice Sales
DOI:
https://doi.org/10.61098/jems.v1i2.75Keywords:
expertise, likeability, salesperson, small-medium enterpriseAbstract
This study examines the influence of salesperson likeability and expertise on repurchase intention within the framework of small and medium-sized enterprises (SMEs). In the highly competitive SME market, likeability—which goes beyond basic customer service to encompass qualities like relatability and empathy—has become a critical differentiation. Repurchase intention, which denotes consumer happiness and loyalty, is essential to the profitability and expansion of SMEs. The purpose of the study is to ascertain how salesperson expertise and likeability relate to repurchase intention. Using an online survey questionnaire, a sample of Padang, West Sumatera, clients of Beras Charissa is used in this quantitative study. The findings show that likeability and expertise both significantly influence the intention to repurchase. The study emphasizes how crucial likeability-based emotional ties and personal ties are in shaping consumer attitudes and actions. Furthermore, a salesperson’s expertise gives clients confidence, which improves trust and the customer experience. Although skill is still important, the article makes the case that improving a salesperson’s likeability through training that emphasizes customer engagement can boost client loyalty and promote repeat purchase.
Downloads
References
Adigwe Okoro 2016 Human communication and effective interpersonal relationships: An analysis of client counselling and emotional stability. International Journal of Economics & Management Sciences, 5(3), 1-4.
Ali, H. (2019). Building repurchase intention and purchase decision: Brand awareness and brand loyalty analysis (Case study private label product in Alfamidi Tangerang). Saudi Journal of Himanities and Social Sciences, 4(9), 623-634.
Alnakhli, H., Inyang, A. E., & Itani, O. S. (2021). The role of salespeople in value co-creation and its impact on sales performance. Journal of Business-to-Business Marketing, 28(4), 347-367.
Anwar, M. A. S., & Ratnasari, R. T. (2016). Pengaruh Orientasi Pelanggan, Orientasi Penjualan, Pengalaman, Dan Likeability Wiraniaga Terhadap Kepercayaan Pelanggan Pada Wiraniaga Asuransi Syariah di Surabaya. Jurnal Ekonomi Syariah Teori dan Terapan, 3(1), 16-26.
Aqmala, D., & Ardyan, E. (2019). How does a salesperson improve their performance? The importance role of customer smart response capability. Gadjah Mada International Journal of Business, 21(2), 223-241.
Artha, B., Zahara, I., Bahri, Sari, N. P. (2022). Customer retention: A literature review. Social Science Studies, 2(1), 30-45.
Asyhari, & Yuwalliatin, S. (2019). Factors affecting salesperson performance in SMEs creative industry of Central Java. Jurnal Aplikasi Manajemen, 18(1), 168-180.
Azigwe, J. B., Maryir, G., Asunka, B. A., & Manamzor, F. (2016). Customer satisfaction for company growth: The roles, responsibilities and skills required of the sales force in Ghana. British Journal of Marketing Studies, 4(5), 74-88.
Bairagi, V., & Munot, M. V. (Eds.). (2019). Research methodology: A practical and scientific approach. CRC Press.
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.
Elliott, R., Bohart, A., Larson, D., Muntigl, P, & Smoliak, O. (2023). Empathic reflections by themselves are not effective: Meta-analysis and qualitative synthesis. Psychotherapy Research, 33(7), 957-973.
Emaratkar, M., Doshmanziari, E., & Ziaei, M. S. (2018). Studying the effect of salespersons’ characteristics and relational selling behavior on customers loyalty. Asian Journal of Management Sciences & Education, 7(1), 94-105.
Farida, I., & Setiawan, D. (2022). Business Strategies and Competitive Advantage: The Role of Performance and Innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 163.
Ghodang, H. (2020). Metode Penelitian Kuantitatif Konsep Dasar & Aplikasi Analisis Regresi dan Jalur dengan SPSS. Penerbit Mitra Grup.
Ghozali, I. (2008). Structural Equation Modeling Metode Alternatif dengan Partial Least Square. Semarang: Badan Penerbit Universitas Diponegoro.
Guenzi, P., De Luca, L. M., & Spiro, R. (2016). The combined effect of customer perceptions about a salesperson’s adaptive selling and selling orientation on customer trust in the salesperson: A contingency perspective. Journal of Business and Industrial Marketing, 31(4), 553-564.
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11), 1762-1800.
Herjanto, H., & Amin, M. (2020). Repurchase intention: The effect of similarity and client knowledge. International Journal of Bank Marketing, 38(6), 1351-1371.
Homburg, C., Müller, M. & Klarmann, M. When does salespeople’s customer orientation lead to customer loyalty? The differential effects of relational and functional customer orientation. Journal of the Academy of Marketing Science, 39, 795–812.
Jasin, M., & Firmansyah, A. (2023). The role of service quality and marketing mix on customer satisfaction and repurchase intention of SMEs products. Uncertain Supply Chain Management, 11, 1-8.
Jasin, M., Sesunan, Y. S., Aisyah, M., Fatimah, C. E. A., & Azra, F. E. A. (2023). SMEs repurchase intention and customer satisfaction: Investigating the role of utilitarian value and service quality. Uncertain Supply Chain Management, 11, 673-682.
Kim, K., & Baker, M. A. (2017). How the employee looks and looks at you: Building customer-employee rapport. Journal of Hospitality & Tourism Research, 43(1), 20-40.
Lassk, F. G., & Shepherd, C. D. (2013). Exploring the relationship between emotional intelligence and salesperson creativity. Journal of Personal Selling and Sales Management, 33(1), 25-37.
Laursen, B., Leggett-James, M. P., & Valdes, O. M. (2023). Relative likeability and relative popularity as sources of influence in children’s friendships. PLoS ONE, 18(5), e0283117.
Ngoma, M., & Ntale, P. D. (2019). Word of mouth communication: A mediator of relationship marketing and customer loyalty. Cogent Business & Management, 6, 1.
Nowlin, E. L., Walker, D., & Anaza, N. (2019). The Impact of Manager Likeability on Sales Performance Journal of Marketing Theory and Practice, 27(2), 159-173.
Oktavia, R. T. (2019). The effect of salesperson’s expertise and salesperson’s likeability through trust mediation (Case study of PT. Bank Negara Indonesia (Persero) Tbk. Brawijaya Malang). MEC-J (Management and Economics Journal), 3(2), 108-120.
Oleszkiewicz, A., & Lachowicz-Tabaczek, K. (2016). Perceived competence and warmth influence respect, liking and trust in work relations. Polish Psychological Bulletin, 47(4), 431-435.
Pangaribuan, C. H., & Wirananda, W. A. (2020). Examining Spectator Motivations in Mixed Martial Arts: Why Do They Like Watching People Beating Up One Another? Seybold Report, 15(8), 2622-2629.
Pangaribuan, C. H., Wijaya, D. P. E., Antari, K. Y., Sherisa, L. A., & Putra, C. A. (2020). Consuming Organic Instant Noodle: Exploring Environmental Concern, Health Consciousness, And Moral Norm (Evidence from Indonesian Consumers), International Journal of Advanced Science and Technology, 29(5), 6912-6927
Pangaribuan, C. H., Paulina, P., & Thahar, D. (2019). The Roles of Sensory Attributes, Functional Benefit, and Brand Ambassador Toward the Brand Loyalty and Repurchase Intention of a Coffee Brand. International Research Journal of Business Studies, 4(4), 475-481.
Pertiwi, L. A., & Balqiah, T. E. (2021). How consumers respond to corporate social responsibility initiative: Cause related marketing vs philanthropy. ASEAN Marketing Journal, 8(2), 136-146.
Petrescu, M. (2021). Salesperson attributes that influence consumer perceptions of sales interactions. Journal of Consumer Marketing, 38(6), 1-50.
Rantung, D. I., Mandagi, D. W., Wuryaningrat, N. F., & Lelengboto, A. L. P. (2023). Small medium enterprises brand gestalt: A key driver of customer satisfaction and repurchase intention. International Journal of Professional Business Review, 8(6), 1-25.
Ravula, P., Jha, S., & Biswas, A. (2022). Relative persuasiveness of repurchase intentions versus recommendations in online reviews. Journal of Retailing, 98(4), 724-740.
Rizvanovic, B., Zutshi, A., Grilo, A., & Nodehi, T. (2023). Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported by digital marketing. Technological Forecasting and Social Change, 186(A), 122128.
Rozamuri, A. M., Setiawan, J., Pangaribuan, C. H., Hidayanti, Wismiarsi, T., & Wahyuni, M. (2022). Food vloggers: Mapping the relationships between personal relevance, customer engagement, and repurchase decision. 2022 Seventh International Conference on Informatics and Computing (ICIC).
Susiang, M. I. N., Suryaningrum, D. A., & Masliardi, A., Setiawan, E., & Abdillah, F. (2023). Enhancing customer experience through effective marketing strategies: The context of online shopping. SEIKO: Journal of Management & Business, 6(2), 437-447.
Tyrkkö, M. (2023). Key Elements of a Successful Hybrid Selling Strategy in an SME [Master’s Thesis, University of Eastern Finland].
Udayana, I. B. N., & Naili, F. (2021). The role of customer networking capability effectiveness in enhancing the salespeople’s performance in small and medium enterprises. ASEAN Marketing Journal, 12(1), 30-40.
Wahyuningsih, W., Nasution, H., Yeni, Y. H., & Roostika, R. (2022). The drivers of repurchase intention during the Corona pandemic: An examination of gender difference. ASEAN Marketing Journal, 14(1), 1-15.
Widodo, A., Nadeak, M., Novitasari, D., Pramono, T., & Chidir, G. (2022). Exploring e-repurchase intention of online SMEs in Tangerang: How the role e-satisfaction and e-service quality? Jurnal Office: Jurnal Pemikiran Ilmiah dan Pendidikan Administrasi Perkantoran, 8(1), 1-10.
Yoon, S-H., & Lee, S-H. (2022). What likeability attributes attract people to watch online video advertisements? Electronics, 11(13), 1960.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Kevin Gusriandi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
