Pengaruh Personal Selling dan Kualitas Produk Terhadap Keputusan Pembelian
| Main Authors: | Priyanto, Refi Eko, Rosa, Edi Sapni, Syarif, Rini |
|---|---|
| Format: | Article \"application/pdf\" eJournal |
| Bahasa: | eng |
| Terbitan: |
STIE Kesatuan
, 2014
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| Subjects: | |
| Online Access: |
http://jurnal.stiekesatuan.ac.id/index.php/jimk/article/view/412 |
Daftar Isi:
- Today the world have the strong and tight business competition. The intense competition require Companies in trading industry to create the massive products selling. In globalization era, the global consumers rise as the new phenomenon that makes companies improve their competitive advantages to maintain the continuity of its business. The competitive advantages are the price strategies, promotion strategies, product quality strategies, distribution strategies, sales strategies or services strategies. The Purchases Decisions are complex for many consumers. Personal selling strategy and Product Quality influence the consumers purchases decision. The objective of this research are to determine the effect of Personal Selling and Product Quality on Purchase Decision of Tango Wafer products. This research is explanatory research using asurvey approach. Data was collected by using questionnaires with respondents 100 customers of PT. Arta Boga Cemerlang. Analysis tool of thisresearch is themultiple linearregression witht testand F test. The results of this research showedth at 8.05% variable purchase decisions are influenced by personal selling variable (X1), and the product quality (X2). Ttest analysis results (partial) andF test(simultaneous) showed that personal selling variable (X1), and product quality variable (X2) influence topurchase decisions of WaferTango products. Keywords: Personal Selling, Product Quality, Purchasing Decisions