PENGARUH PENJUALAN PERSEORANGAN DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA PT CALISPO MULTI UTAMA MEDAN

Hendrik Hendrik

Abstract


ABSTRACT

This research was made with the aim to determine the effect of personal  sales and advertising on purchasing decisions at PT Calispo Multi Utama Medan.

An individual sale is an oral presentation by the company to one or several prospective buyers with the aim that the goods or services offered can be sold. Advertising is a form of presentation and promotion of ideas, goods or services which are funded by a certain non-personal sponsor. While the purchasing decision is a consumer's decision to buy a product after previously thinking about the appropriateness of buying the product by considering the information he knows about the reality of the product after he witnessed it or it can be said of the consumer's decision to buy a product after evaluating alternatives.

In this study, researchers used a descriptive research method. To obtain relevant data in the preparation of this thesis, the method that can be done is to use quantitative descriptive research methods. In the research conducted, the authors use two data sources to help solve problems, namely primary data and secondary data.

Based on the partial t-test results, it can be concluded thatpersonal sales and advertising variables have a positive and significant effect on purchasing decisiosns at PT Calispo Multi Utama. The results of data analysis indicate that individual sales and advertisements together or simultaneously have a positive effect on purchasing decisions at PT Calispo Multi Utama.

The conclusion in this study is thepersonal sales and advertising influences the purchase decision at PT Calispo Multi Utama Medan.

 

Keywords: individual sales, advertising, purchasing decisions




DOI: https://doi.org/10.46576/jbc.v5i2.1088

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