The effect of personal selling, product knowledge, product completeness, and brand image on purchase decision in PT Asian Bearindo Gemilang

Wu, Angellia Rosalynn (2023) The effect of personal selling, product knowledge, product completeness, and brand image on purchase decision in PT Asian Bearindo Gemilang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bearings are crucial for equipment performance in automotive and machinery. Despite the increasing use of such equipment, PT Asian Bearindo Gemilang, a leading bearing distributor in Medan, faces a post-pandemic sales slowdown, indicating a decline in purchase decisions. To maintain competitiveness, it's essential to assess factors affecting these decisions. This research aims to assess how Personal Selling (PS), Product Knowledge (PK), Product Completeness (PC), and Brand Image (BI) affect Purchase Decision (PD) in PT Asian Bearindo Gemilang. This research adopts descriptive and causal research approach and employs quantitative methods. Data was gathered through questionnaires distributed to 100 respondents, both male and female, aged between 18 to 60 years old, have purchased from PT Asian Bearindo Gemilang and have interacted with their salesperson before. The gathered data will be processed using Structural Equation Model (SEM) using AMOS software. The research results indicates that Personal Selling has significant effect on Purchase Decision with the regression coefficient of 0.372, Product Knowledge has significant effect on Purchase Decision with the regression coefficient of 0.251, Product Completeness has significant effect on Purchase Decision with the regression coefficient of 0.224, Brand Image has significant effect on Purchase Decision with the regression coefficient of 0.233. Based on the result, the highest effect on Purchase Decision is Personal Selling. Therefore, it is recommended that PT Asian Bearindo Gemilang focuses on strengthening this specific variable to achieve greater number of customers who purchase. / Bearing berperan penting dalam menjaga kinerja dan mencegah kerusakan peralatan di bidang otomotif dan mesin. Meskipun penggunaan otomotif dan mesin terus meningkat, PT Asian Bearindo Gemilang, distributor bearing terkemuka di Medan, menghadapi perlambatan pertumbuhan penjualan pasca-pandemi, yang menunjukkan penurunan keputusan pembelian. Untuk menjaga daya saing, faktor- faktor yang mempengaruhi keputusan pembelian harus dievaluasi. Penelitian ini bertujuan untuk mengkaji bagaimana Penjualan Personal, Pengetahuan Produk, Kelengkapan Produk dan Citra Merek mempengaruhi Keputusan Pembelian pada PT Asian Bearindo Gemilang. Penelitian ini menggunakan pendekatan penelitian deskriptif dan kausal serta menggunakan metode kuantitatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada 100 responden, baik pria maupun wanita, berusia antara 18-60 tahun, pernah membeli di PT Asian Bearindo Gemilang dan pernah berinteraksi dengan tenaga penjualnya sebelumnya. Data yang terkumpul akan diolah menggunakan Structural Equation Model (SEM) dengan menggunakan software AMOS. Hasil penelitian menunjukkan bahwa Penjualan Personal berpengaruh signifikan terhadap Keputusan Pembelian dengan koefisien regresi sebesar 0,372, Pengetahuan Produk berpengaruh signifikan terhadap Keputusan Pembelian dengan koefisien regresi sebesar 0,251, Kelengkapan Produk berpengaruh signifikan terhadap Keputusan Pembelian dengan koefisien regresi sebesar 0,224, Citra Merek berpengaruh signifikan terhadap Keputusan Pembelian dengan koefisien regresi sebesar 0,233. Berdasarkan hasil tersebut, maka yang mempunyai pengaruh paling tinggi terhadap Keputusan Pembelian adalah Penjualan Personal. Oleh karena itu, disarankan agar PT Asian Bearindo Gemilang fokus meningkatkan variabel tersebut untuk mencapai lebih banyak pelanggan yang membeli.

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