Analysis Of The Effect Of Personal Sales And Product Quality On Consumer Purchase Decisions

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

Elisabeth Nainggolan
Muammar Rinaldi
Muhammad Bukhori Dalimunthe

Abstract

This study aims to determine the effect of Personal Sales on Purchase Decisions at PT. Kao Indonesia, knowing the effect of Product Quality on Purchase Decisions at PT. Kao Indonesia, knowing the effect of Personal Sales and Product Quality on Purchase Decisions at PT. Indonesian Kao. The research population that will be used in the study are all consumers who made purchases of the company's products at Brastagi Supermarket Gatot Subroto during the 2020 period as many as 47,529 consumers. By using the Slovin formula with an error rate of 10%, the number of samples obtained is 100 respondents. The analysis of this study used the Multiple Linear Regression test. The results showed that Personal Selling partially has a positive and significant influence on Purchase Decisions at PT. Kao Indonesia, Product Quality partially has a positive and significant influence on Purchase Decisions at PT. Indonesian Kao.

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

How to Cite
Elisabeth Nainggolan, Muammar Rinaldi, & Muhammad Bukhori Dalimunthe. (2022). Analysis Of The Effect Of Personal Sales And Product Quality On Consumer Purchase Decisions. Enrichment : Journal of Management, 12(2), 2431-2435. https://doi.org/10.35335/enrichment.v12i2.574

References

Firmansyah, A. (2018). Consumer Behavior (Attitude and Marketing). Depublish Publisher.
Firmansyah, A. (2020). Marketing Communications. Depublish Publisher.
Firmansyah, Anang. (2019). Product and Brand Marketing: Planning and Strategy. Qiara Media Publisher. https://books.google.co.id/books?id=Fz6nDwAAQBAJ
Hapsari, R. D. V., Ratnawati, K., & Anggraeni, R. (2020). Entrepreneurial Marketing. UB Press.
Morissan. (2015). Advertising: Integrated Marketing Communications. Prenada Media Group.
Prasetyo, B., Febriani, N. S., & Asmara, W. W. (2018). Integrated Marketing Communications. UB Press publisher.
Rossanty, Y. (2018). Consumer Behavior in the Millennial Era. Aqli Institute for Research and Scientific Writing.
Sholihin, R. (2019). Digital Marketing in Era 4.0. Indonesian Great Boy.
Sunyoto, D. (2015). Consumer Behavior and Marketing. CAPS.
Tjiptono, F., & Diana, A. (2019). Customer Satisfaction: Concepts, Measurements, and Strategies. Andi.
Triastuti, U. Y. (2020). Catering Services Production Management Textbook. Computama Syntax.
Umar Bakti, Hairudin, & Robi Setiawan. (2021). The Influence of Price, Personal Selling, Product Quality and Word of Mouth on Motorcycle Purchase Decisions At Dealers Pt. Yamaha Putera Langkapura. Journal of the Scientific Horizon, 1(1), 1–16. https://doi.org/10.53625/jcijurnalcakrawalaindonesia.v1i1.343
Wiwi Kurnianingsih, S. S. (2019). The Effect of Product Quality And Sales Promotion On Purchasing Decisions At Pt. Nestle Indonesia. PROCEDURE OF THE 2019 HUMANIS NATIONAL SEMINAR, 1(1), 510–524.