The influence of advertising, sales promotion, and personal selling on customer purchase decision at PT Putra Berlian Plastiktama

Putri, Agnes (2023) The influence of advertising, sales promotion, and personal selling on customer purchase decision at PT Putra Berlian Plastiktama. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industrialization accelerates. Lots of manufacturing products are invented. One of them is plastic products. One of the companies that chose this business industry is PT Putra Berlian Plastiktama. The researcher discovered the need to examine marketing aspects that optimize profit of PT Putra Berlian Plastiktama. This research examines how advertising, sales promotion, and personal selling affect customer purchase decisions. This research will collect data using accidental sampling. This research included 96 of PT Putra Berlian Plastiktama customers. Statistics will be obtained using validity and reliability analysis, classical assumptions, coefficient of determination, T test, and F test. The result shows that Advertising is not significantly influence the purchase decisions of customers. Meanwhile, Sales Promotion and Personal Selling has the significance influence on customer purchase decision. The company should keep maintaining Personal Selling in every aspect to make customers remember and are more interested in making purchases. It is also recommended to maintain in making good promotions to increase customer’s interest and could also gain customer. Customer don’t really think or care about the advertising of the company made, so it’s better for the company should not emphasize on it. PT Putra Berlian Plastiktama should also improve how they conveying message to the customer to gain awareness for customers. Not to mention, the company should make more variety of advertising not just brochure and catalog. / Industrialisasi semakin cepat. Banyak sekali produk manufaktur yang diciptakan. Salah satunya adalah produk plastik. Salah satu perusahaan yang memilih industri bisnis ini adalah PT Putra Berlian Plastiktama. Peneliti menemukan perlunya mengkaji aspek pemasaran yang mengoptimalkan keuntungan PT Putra Berlian Plastiktama. Penelitian ini mengkaji bagaimana periklanan, promosi penjualan, dan penjualan pribadi mempengaruhi keputusan pembelian pelanggan. Penelitian ini akan mengumpulkan data dengan menggunakan teknik Accidental Sampling. Penelitian ini melibatkan 96 pelanggan dari perusahaan PT Putra Berlian Plastiktama. Statistik diperoleh dengan menggunakan analisis validitas dan reliabilitas, asumsi klasik, koefisien determinasi, uji T, dan uji F. Hasil penelitian menunjukkan bahwa iklan tidak berpengaruh signifikan terhadap keputusan pembelian pelanggan. Sedangkan Sales Promotion dan Personal Selling mempunyai pengaruh yang signifikan terhadap keputusan pembelian pelanggan. Sebaiknya perusahaan tetap menjaga Personal Selling dalam setiap aspeknya agar pelanggan lebih ingat dan tertarik untuk melakukan pembelian. Disarankan juga untuk terus melakukan promosi yang baik untuk meningkatkan minat pelanggan dan juga dapat memperoleh pelanggan. Pelanggan tidak terlalu memikirkan atau peduli dengan iklan yang dibuat perusahaan, jadi sebaiknya perusahaan tidak terlalu menekankan hal tersebut. PT Putra Berlian Plastiktama juga harus meningkatkan cara mereka menyampaikan pesan kepada pelanggan untuk mendapatkan kesadaran bagi pelanggan. Selain itu, perusahaan juga harus memperbanyak variasi iklan, tidak hanya brosur dan katalog.

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