The influence of personal selling on purchasing decisions at PT. Istana Deli Kejayaan in Medan

Kumara, Salvian (2020) The influence of personal selling on purchasing decisions at PT. Istana Deli Kejayaan in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This research was conducted at PT. Istana Deli Kejayaan in Medan. In this study, to know the Personal Selling influence Purchasing Decisions at PT. Istana Deli Kejayaan in Medan. The theory used in this study relates to the theory of Personal Selling and Purchasing Decisions. According to Hasan (2015), in many ways personal selling is often a fairly effective tool in building preferences, beliefs and buying actions, but it is difficult to reduce costs, because it relates to the number of sellers that are difficult to change. In this study, the method used by the author is a quantitative analysis method. The type of data used in this study are primary data and secondary data. Data was collected through interviews, questionnaires and observation distributed to customers. The populationis 161customers and sample is 115 customers. The scale used to measure variables is the Likert scale. The results of the partial test can be explained that t count (12,158) > t table (1,981) and a significant value of 0.000 <0.05, then Ha is accepted, and Ho is rejected, namely: Personal Selling influence Purchasing Decisions at PT. Istana Deli Kejayaan in Medan. The R square value is 0.567. This shows that the magnitude of the influence of the Personal Selling towards Purchase Decision is 56.7% and the remaining 43.3% is influenced by other variables outside of this study in the form of advertising, service quality, etc. The conclusion in this study is Personal Selling influence Purchasing Decisions at PT. Istana Deli Kejayaan in Medan.The recommendations of this research are to improve the competency of personal selling staff by conducting job training that can improve the ability and skills of employees in motivating and inviting consumers to make purchase transactions / Penelitian ini dilakukan di PT. Istana Deli Kejayaan di Medan.Dalam penelitian ini, untuk mengetahui Personal Selling mempengaruhi Keputusan Pembelian di PT. Istana Deli Kejayaan di Medan. Teori yang digunakan dalam penelitian ini berkaitan dengan teori Personal Selling and Purchasing Decisions.Menurut Hasan (2015), dalam banyak hal penjualan pribadi seringkali merupakan alat yang cukup efektif dalam membangun preferensi, kepercayaan, dan tindakan pembelian, tetapi sulit untuk mengurangi biaya, karena itu berkaitan dengan jumlah penjual yang sulit diubah. Dalam penelitian ini, metode yang digunakan oleh penulis adalah metode analisis kuantitatif.Jenis data yang digunakan dalam penelitian ini adalah data primer dan data sekunder.Data dikumpulkan melalui wawancara, kuesioner dan observasi yang didistribusikan kepada pelanggan.Populasi adalah 161 pelanggan dan sampel adalah 115 pelanggan.Skala yang digunakan untuk mengukur variabel adalah skala Likert. Hasil uji parsial dapat dijelaskan bahwa t hitung (12,158)> t tabel (1,981) dan nilai signifikan 0,000 <0,05, maka Ha diterima, dan Ho ditolak, yaitu: Personal Selling mempengaruhi Keputusan Pembelian pada PT. Istana Deli Kejayaan di Medan. nilai R square 0,567. Ini menunjukkan bahwa besarnya pengaruh Personal Selling terhadap Keputusan Pembelian adalah 56,7% dan sisanya 43,3% dipengaruhi oleh variabel lain di luar penelitian ini dalam bentuk iklan, kualitas layanan, dll. Kesimpulan dalam penelitian ini bahwa ada pengaruh Personal Selling terhadap Keputusan Pembelian pada PT. Istana Deli Kejayaan di Medan.Rekomendasi penelitian ini adalah meningkatkan kompetensi staf personal selling dengan mengadakan pelatihan kerja yang dapat meningkatkan kemampuan dan keterampilan karyawan dalam memotivasi dan mengundang konsumen untuk melakukan transaksi pembelian.

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