EFFECT OF PERSONAL SELLING AND DISTRIBUTION ON MARKETING PERFORMANCE MODERATED BY REGULATION (CASE STUDY AT PT. KIMIA FARMA TRADING, CAB. MEDAN)

##plugins.themes.academic_pro.article.main##

Hazmanan Khair
Satria Tirtayasa
Intan Julita Hartati

Abstract

This study aims to examine and analyze the influence of personal selling and distribution on marketing performance directly or moderated by regulation. The research method used is quantitative which is associative by using primary data, namely interviews, and secondary data, namely sales, distribution, and data sourced from PT. Kimia Farma Trading Medan Branch. The research instrument was carried out using observation, interviews, and documentation. The informants are determined and determined based on the number needed, but based on consideration of the function and role of information according to the focus of the research problem. So that the informants in the study are 58 people who are managers at PT. Kimia Farma Trading Medan Branch. The results of this study indicate that this study shows that the direct effect of personal selling has a positive and significant effect on Marketing Performance (Marketing). Furthermore, the distribution has a positive but not significant effect on Marketing Performance (Marketing). Regulation has a negative and insignificant effect on Marketing Performance (Marketing). With the results of the moderating effect analysis, it can be seen that the regulation mediates the influence of personal selling and distribution on Marketing Performance (Marketing), and regulation mediates the influence of personal selling but not moderating distribution on Marketing Performance (Marketing) PT.Kimia Farma Trading Cab. Field.

##plugins.themes.academic_pro.article.details##

How to Cite
Khair, H., Tirtayasa, S., & Hartati, I. J. (2022). EFFECT OF PERSONAL SELLING AND DISTRIBUTION ON MARKETING PERFORMANCE MODERATED BY REGULATION (CASE STUDY AT PT. KIMIA FARMA TRADING, CAB. MEDAN) . Enrichment : Journal of Management, 12(2), 2012-2020. Retrieved from https://enrichment.iocspublisher.org/index.php/enrichment/article/view/515

References

[1] R. A. N. R. T. N. S. F. R. A. Y. Lubis, “Can Covid-19 Change The Open Economy Model And Economic Stability In 7H-Countries ?,” Webology, vol. 19, no. 2, pp. 7093–7105, 2022. [2] H. A. H. R. Nasib, “Changes in the Performance of Millennial Employees during the Covid 19 Period at Four Star Hotels in Medan City,” Int. J. Res. Rev., vol. 19, no. April, pp. 320–324, 2022. [3] X. T. J. S. Y. Xu, “Brand Personality And Its Impact On Brand Trust And Brand Commitment : An Empirical Study Of Luxury Fashion Brands,” Int. J. Fash. Des. Technol. Educ., vol. 0, no. 0, pp. 1–14, 2017. [4] P. K. K. L. Keller, Manajemen Pemasaran Edisi 12. Jakarta: Erlangga, 2016. [5] S. Nurseto, “Pengaruh Saluran Distribusi dan Promosi Terhadap Kinerja Pemasaran,” J. Adm. Bisnis, vol. 5, no. 2, pp. 121–126, 2016. [6] G. Sugiyarti, “Analisis Kinerja Pemasaran Usaha Kecil Menengah Batik di Provinsi Jawa Tengah,” Pros. Semin. Nas. Multidisiplin Ilmu Call Pap. UNISBANK, vol. 5, no. 2, pp. 643–650, 2016. [7] P. Sinambela, Manajemen sumber daya manusia. Bumi Aksara, 2017. [8] A. Ferdinand, Metode Penelitian Manajemen. Semarang: BP Universitas Ngeri Semarang, 2014. [9] F. Tjiptono, Strategi Pemasaran, ed. 3. Yogyakarta: Andi, 2013. [10] B. S. Dharmmesta, Manajemen Pemasaran. Yogyakarta: BPFE, 2014.
[11] G. T, S. S. Basha, and L. B.C, “A Study on Impact of Promotion Mix Elements -Advertising, Personal Selling & Public Relation of DTH Manufacturers on Customer Behaviour,” Int. J. Arts, Humanities. Manag. Stud., vol. 1, no. 6, pp. 20–30, 2015. [12] T. Abdullah and T. Franchis, Manajemen Pemasaran. Jakarta: PT Raja Grafindo Persada, 2012. [13] P. Kotler, Marketing Management: A South Asian perspective. Pearson Education India, 2009. [14] S. Rianto and Q. A. B. Banin, “Pengaruh Kemitraan dan Kewirausahaan terhadap Saluran Distribusi, serta Pengaruhnya terhadap Kinerja Usaha UMKM di Kabupaten Brebes,” Univ. Sebel. Maret, Surakarta., vol. 1, no. 1, pp. 324–333, 2014. [15] B. Basuki and C. N. Patrioty, “Pengaruh Regulasi Pemerintah, Tekanan Masyarakat, Tekanan Organisasi Lingkungan, Tekanan Media Massa, Terhadap Corporate Social Disclosure,” EKUITAS (Jurnal Ekon. dan Keuangan), vol. 15, no. 1, p. 23, 2017. [16] N. R. A. I. Lestari, Dasar Pemasaran. Yogyakarta: Deepublish, 2019. [17] Nasib, “Optimalisasi Personal Selling, Lokasi Dan Harga Dalam Meningkatkan Keputusan Mengikuti Program Kepemilikan Rumah KPR Tipe 36,” J. Mantik Penusa, vol. 3, no. 1, pp. 14–20, 2019. [18] E. H. S. Nasib, "The Decision of Choosing Course in the Era of Covid 19 through the Telemarketing Program, Personal Selling and College Image," Budapest Int. Res. Critics Institute-Journal, vol. 3, no. 4, pp. 2843–2850, 2020. [19] C. M. Suistiono, “Pengaruh Personal Selling Dan Event Marketing Terhadap Minat Studi Lanjut Siswa SLTA Pada IBI Kesatuan Studi Kasus Siswa SLTA Pada IBI Kesatuan,” JAS-PT (Jurnal Anal. Sist. Pendidik. Tinggi Indones., vol. 4, no. 2, p. 125, 2020. [20] H. Khair, W. V. Siregar, and M. S. Haron, “Suatu Kajian Teoritis tentang Dampak Promosi dan Jaminan Kesehatan terhadap Keputusan Masyarakat Indonesia melakukan Wisata Medis di Malaysia,” in Seminar Nasional Ekonomi (SNE) III, 2015, p. 2015. [21] Alex Sandra and E. Purwanto, “Pengaruh Faktor-Faktor Eksternal dan Internal Terhadap Kinerja Usaha Kecil dan Menengah di Jakarta,” Bus. Manag. J., vol. 11, no. 1, pp. 97–124, 2015. [22] D. A. N. Arianto and S. Mulyani, “Pengaruh Lingkungan Internal, Lingkungan Eksternal, Respon Emosional dan Respon Rasional Terhadap Perpindahan Merek,” Din. Ekon. Bisnis, vol. 4, no. 2, pp. 135–153, 2007. [23] A. F. Nasib, Konsep Intisari Strategi pemasaran. Jawa Tengah: CV. Pena Persada, 2019. [24] R. A. I. L. Nasib, Keuangan & Perbankan. Bandung: CV. Sadari, 2019. [25] F. Wawo, J. Lapian, and R. Kawet, “Analisis Kualitas Produk, Promosi Dan Distribusi Terhadap Kinerja Pemasaran Pada PT. Daya Adicipta Wisesa (Honda) Watutumou,” J. Emba J. Ris. Ekon. Manajemen, Bisnis Dan Akunt., vol. 4, no. 3, pp. 741–750, 2016. [26] N. & S. Chaniago, “Pengaruh Saluran Distribusi Dan Promosi Terhadap Volume Penjualan PT. Philips Avent Area Medan,” in Seminar Nasional Royal (SENAR) 2018, 2018, pp. 413–416. [27] F. N. H. L. M. A. Eldine, “Pengaruh Distribusi dan Promosi Terhadap Kinerja Pemasaran (Pada Umkm Tas Kota Depok Kecamatan Sukmajaya),” Manager, vol. 4, no. 1, pp. 10–15, 2021. [28] J. B. M. Sinaga, “Pengaruh Bauran Pemasaran dan Kebijakan Pemerintah terhadap Peningkatan Volume Penjualan Bahan Bakar Minyak Petro-4 (Studi Empiris : PT Petro Andalan Nusantara),” 2015. [29] D. F. Sukmana and E. Japarianto, “Pengaruh Personal Selling Dan Brand Activation Terhadap Purchase Intention Konsumen Pada Produk Santan Bubuk Sasa PT Sasa Inti di Surabaya,” J. Strateg. Pemasar., vol. 4, no. 1, pp. 1–7, 2017. [30] A. L. P. P. Rachmat Tri Yuli yanto, “Pengaruh Personal Selling terhadap Pencapaian Penjualan pada Produk Pembiayaan KPR Bersubsidi di Bank BTN Syariah Bandung,” J. Bisnis dan Pemasar., vol. 10, no. 01, pp. 2–12, 2020. [31] S. Tirtayasa, "Marketing Strategies Influences On SME ' s Cluster Performance," Int. J. Sci. Technol. Res., vol. 6, no. 06, pp. 187–191, 2017.