The effect of personal selling, sales promotion, and word of mouth toward consumer purchase decision at PT Indako Trading Coy Medan

Angeline, Angeline (2024) The effect of personal selling, sales promotion, and word of mouth toward consumer purchase decision at PT Indako Trading Coy Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

PT Indako Trading Coy was founded in 1966 and is located at Jalan Pemuda No 18 D-H Medan. PT Indako Trading Coy already has a Honda sales network of 102 dealers, 191 AHASS workshops and 414 spare parts shops spread from North Sumatra and Aceh. The company is currently dealing with an issue known as diminishing customer purchases, which is being caused by word-of-mouth, sales promotion, and personal selling efforts. The purpose of this thesis is to examine the impact that word-of-mouth, sales marketing, and personal selling can have on purchasing decisions. The subject of this study will be PT Indako Trading Coy Medan. The entire sample of 3.043 customers who bought motorcycles from the company in 2023 will be the research population used in this study. The population will be reduced using the Slovin sampling technique with a 90% confidence level and a 10% error rate, or 97 respondents, because the total population used is 3.043 consumers. This study makes use of both primary and secondary data. Customers of PT Indako Trading Coy in Medan are given questionnaires, and the data is evaluated using validity and reliability tests. SPSS 26.00 is used to analyze the data, and tests for normality, heteroscedasticity, multicollinearity, and linearity are used to evaluate the study model. The study has indicated that Personal Selling has a positive and significant effect on Purchase Decision at PT Indako Trading Coy Medan. Sales Promotion has a positive and significant effect on Purchase Decision at PT Indako Trading Coy Medan. Word of Mouth has a positive and significant effect on Purchase Decision at PT Indako Trading Coy Medan. Personal Selling, Sales Promotion, and Word of Mouth have a simultaneously impact on Purchase Decision at PT Indako Trading Coy Medan. / PT Indako Trading Coy didirikan pada tahun 1966 dan berlokasi di Jalan Pemuda No 18 D-H Medan. PT Indako Trading Coy telah memiliki jaringan penjualan Honda sebanyak 102 diler, 191 bengkel AHASS, dan 414 toko suku cadang yang tersebar di Sumatera Utara dan Aceh. Perusahaan saat ini sedang menghadapi masalah yang dikenal sebagai berkurangnya pembelian pelanggan, yang disebabkan oleh promosi dari mulut ke mulut, promosi penjualan, dan upaya penjualan pribadi. Tujuan dari tesis ini adalah untuk menguji dampak dari mulut ke mulut, pemasaran penjualan, dan penjualan pribadi terhadap keputusan pembelian. Subyek penelitian ini adalah PT Indako Trading Coy Medan. Seluruh sampel sebanyak 3.043 pelanggan yang membeli sepeda motor dari perusahaan tersebut pada tahun 2023 akan menjadi populasi penelitian yang digunakan dalam penelitian ini. Populasi akan dikurangi dengan menggunakan teknik slovin sampling dengan tingkat kepercayaan 90% dan tingkat kesalahan 10% atau 97 responden, karena total populasi yang digunakan sebanyak 3.043 konsumen. Penelitian ini menggunakan data primer dan sekunder. Pelanggan PT Indako Trading Coy di Medan diberikan kuesioner, dan data dievaluasi menggunakan uji validitas dan reliabilitas. SPSS 26.00 digunakan untuk menganalisis data, dan uji normalitas, heteroskedastisitas, multikolinearitas, dan linearitas digunakan untuk mengevaluasi model penelitian. Hasil penelitian menunjukkan bahwa Penjualan Personal berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada PT Indako Trading Coy Medan. Promosi Penjualan berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada PT Indako Trading Coy Medan. Promosi Mulut ke Mulut berpengaruh positif dan signifikan terhadap Keputusan Pembelian pada PT Indako Trading Coy Medan. Personal Selling, Sales Promotion, dan Promosi Mulut ke Mulut berpengaruh secara simultan terhadap Keputusan Pembelian pada PT Indako Trading Coy Medan.

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