Pengaruh Strategi Pemasaran Relationship Marketing Terhadap Penjualan ATK di Putra Angkola Padangsidimpuan

Abstract

This study aims to determine the influence of relationship marketing strategy on the sales of Stationery and Office Supplies (ATK) at Putra Angkola Store in Padangsidimpuan. The research employs a quantitative method with a descriptive approach. The population consists of 340 customers of Putra Angkola Store, with a sample of 34 respondents selected using purposive sampling technique. Data were collected through questionnaires using a Likert scale. Data analysis was conducted through validity testing, reliability testing, Pearson Product Moment correlation coefficient, t-test, and coefficient of determination. The results show that there is a positive and significant influence of relationship marketing strategy on stationery sales. This is evidenced by the correlation coefficient value of 0.506, which is greater than the r-table value (0.339), and the t-value of 3.316, which is greater than the t-table value (1.693). The coefficient of determination indicates that relationship marketing contributes 25.6% to stationery sales, while the remaining 74.4% is influenced by other factors. Thus, the implementation of a good relationship marketing strategy can improve stationery sales at Putra Angkola Store in Padangsidimpuan.