Pengaruh Kepemimpinan Transformasional terhadap Loyalitas Sales Promotion Girls Wardah di PT. Paragon Technology and Innovation Medan

Abstract

The purpose of this study was to analyze the effect of transformational leadership on the loyalty of Wardah’s sales promotion girls at PT. Paragon Technology and Innovation Medan. Accidental sampling technique was performed to include 140 participants. Data collection was obtained using a psychological scale, namely transformational leadership and employee loyalty scales based on aspects of transformational leadership proposed by Bass & Avolio (1996) which consists of 17 items and aspects of employee loyalty belonging to Dutta & Dhir (2021) consisting of 13 items. The study was analyzed using simple linear regression using the SPSS program. The results of this study indicate that there is a positive influence between transformational leadership and employee loyalty of 0.689. From the results of the analysis, it is also known that transformational leadership contributes 47.4% to loyalty to sales promotion girls Wardah at PT. Paragon Technology and Innovation Medan.