Pengaruh Personal Selling Terhadap Proses Keputusan Pembelian Pada Konsumen Ace Hardware Di Pusat Perbelanjaan Modern Bandung

Annisa Yorinanda, Trisha Gilang Saraswati

Abstract

Abstrak Perkembangan dunia bisnis yang demikian sangat pesat, tentu saja menimbulkan persaingan ketat antar perusahaan, terutama pada perusahaan yang berada dalam industri yang sama atau sama jenis. Keadaan ini telah menimbulkan sikap dari perusahaan sebagai suatu organisasi dalam memasarkan produknya. Salah satu persaingan bisnis yang sangat kompetitif di belahan dunia adalah bisnis ritel. Penelitian ini dilakukan untuk mengetahui pengaruh personal selling terhadap proses keputusan pembelian pada konsumen ACE Hardware di pusat perbelanjaan modern Bandung. Dengan menggunakan metode kuantitatif dengan jenis penelitian deskriptif. Pengambilan sampel dilakukan dengan metode nonprobability sampling jenis sampling purposive, dengan jumlah responden sebanyak 100. Teknik analisis data yang digunakan adalah analisis regresi sederhana. Berdasarkan hasil pengujian, didapat bahwa personal selling berpengaruh secara signifikan terhadap proses keputusan pembelian produk perkakas rumah tangga konsumen ACE Hardware di pusat perbelanjaan modern Bandung. Artinya apabila personal selling ditingkatkan maka proses keputusan pembelian pun akan ikut meningkat. Sedangkan persentase pengaruh personal selling terhadap proses keputusan pembelian sebesar 40,2% sedangkan sisanya sebesar 59,8% dipengaruhi oleh faktor-faktor lain yang tidak diteliti. Kata Kunci: Bisnis Ritel, Personal Selling, Proses Keputusan Pembelian Abstract The development of the business world is very rapid, of course, causing fierce competition between companies, especially in companies that are in the same or the same type of industry. This situation has led to the attitude of the company as an organization in marketing its products. One of the most competitive business competition in the world is the retail business. This study was conducted to determine the effect of personal selling on the purchasing decision process on ACE Hardware consumers in the modern shopping center of Bandung. By using quantitative methods with descriptive research types. Sampling is done by nonprobability sampling method of purposive sampling type, with the number of respondents as many as 100. The data analysis technique used is simple regression analysis. Based on the results of the test, it was found that personal selling had a significant effect on the process of purchasing ACE Hardware consumer household appliances in the modern shopping center of Bandung. This means that if personal selling is increased, the purchasing decision process will also increase. While the percentage of the influence of personal selling on the purchasing decision process is 40.2% while the remaining 59.8% is influenced by other factors not examined. Keywords: Retail Business, Personal Selling, Purchasing Decision Process

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