The Influence of Sales Orientation and Customer Orientation in Personal Selling Toward Customer Purchase Intention in Digital Banking (Pilot Study of Jenius)

Abstract

In 2016, Jenius Digital Bank was established by BTPN and Jenius is already familiar since it has several booths as its marketing strategy to implement personal selling to attract and approach new potential customers directly. Lately, Jenius behaves in an undesired manner in applying its personal selling to new potential customers which is often considered unethical behavior since it is more Sales-Oriented than Customer-Oriented (SOCO). This research aims to identify the influence of Sales-Orientation and Customer-Orientation on Customer Purchase Intention by assessing Customer Experience and Customer Satisfaction. This research used a quantitative approach with a minimum number of sample sizes used is 200 samples and used descriptive statistics with PLS-SEM to analyze the data. The result showed that Sales-Orientation does not have a positive influence on Customer Experience, Customer-Orientation has a positive influence on Customer Experience, Customer Experience has a positive influence on Customer Satisfaction, and Customer Satisfaction has a positive influence on Customer Purchase Intention. The finding of this research is expected to give insight into Sales-Oriented and Customer-Oriented Selling Behavior in digital banking brand industries in Indonesia, as well as assist them by providing insights such as factors that have a significant influence.