Pengaruh Personal Selling Dan Social Media Marketing Terhadap Keputusan Pembelian (studi Kasus Pada Authentic Guards Technology Di Bandung Tahun 2020)

Abstract

ABSTRAK Pada zaman modern ini, Di zaman sekarang ini pemalsuan produk sudah banyak terjadi, Hasil survei Masyarakat Indonesia Anti Pemalsuan (MIAP) menemukan fakta besarnya kerugian ekonomi nasional akibat praktik pemalsuan produk. Pada tahun 2005. Authentic Guards Technology adalah perusahaan startup yang bergerak di bidang teknologi dan bertujuan untuk meminimalisir tindakan pemalsuan, namun perusahaan technology berbasis QR Code sangat sulit dalam mempromosikan produknya dan belum bisa mencapai target penjualan tiap tahunnya. Penelitian ini menggunakan variabel bebas (X1) personal selling dengan dimensi communication ablity, product knowledge, creativity dan Emphaty serta variabel (X2) yaitu social media marketing dengan dimensi context, communication, collaboration, dan connection. Sedangkan variabel terikat (Y) yaitu keputusan pembelian dengan dimensi pengenalan masalah, pencarian informasi, evaluasi alternatif, keputusan pembelian, dan perilaku pasca pembelian. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh personal selling dan social media marketing terhadap keputusan pembelian produk Authentic Guards. Metode penelitian ini adalah penelitian kuantitatif dengan jenis penelitian deskriptif. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Pengumpulan data dengan menyebarkan kuesioner kepada 100 responden dengan melakukan pendekatan Bernoulli. Berdasarkan analisis deskriptif personal selling memiliki rata-rata persentase sebesar 94,2 % dimana termasuk dalam kategori sangat tinggi, social media marketing memiliki ratarata persentase sebesar 77,9 % dimana termasuk dalam kategori tinggi, dan keputusan pembelian memiliki rata-rata persentase sebesar 85,1% dimana termasuk dalam kategori sangat tinggi. Pengaruh personal selling dan social media marketing terhadap keputusan pembelian sebesar10,3% dengan sisa 89,7% dipengaruhi oleh variabel lain yang tidak dijelaskan pada penelitian kali ini. Kata Kunci : Personal Selling, Social Media Marketing, Keputusan Pembelian. ABSTRACT In this modern era, counterfeiting of products has occurred a lot in this era. The results of the Indonesian Society Anti Counterfeiting (MIAP) survey found the fact that large national economic losses were due to the practice of product counterfeiting. In 2005. Authentic Guards Technology is a startup company engaged in technology and aims to minimize counterfeiting, but QR Code-based technology companies are very difficult to promote their products and have not been able to achieve their annual sales targets. This study uses the independent variable (X1) personal selling with dimensions of communication ability, product knowledge, creativity and empathy and variables (X2), namely social media marketing with dimensions of context, communication, collaboration, and connection. While the dependent variable (Y) is a purchase decision with dimensions of problem recognition, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. This study aims to determine how much influence personal selling and social media marketing have on purchasing decisions for Authentic Guards products. This research method is quantitative research with descriptive research type. The sampling technique used was purposive sampling. Collecting data by distributing questionnaires to 100 respondents using the Bernoulli approach. Based on the descriptive analysis, personal selling has an average percentage of 94.2% which is included in the very high category, social media marketing has an average percentage of 77.9% which is included in the high category, and purchasing decisions has an average percentage of 85.1% which is in the very high category. The effect of personal selling and social media marketing on purchasing decisions is 10.3% with the remaining 89.7% influenced by other variables that are not explained in this study. Keywords : Personal Selling, Social Media Marketing, Purchasing Decisions.