Pengaruh Personal Selling Terhadap Minat Beli Pada Seleksi Mahasiswa Baru Universitas Telkom

Della Sugesti Pujangga, Trisha Gilang Saraswati

Abstract

Abstrak
Persaingan yang terjadi antara beberapa perguruan tinggi di Indonesia membuat perguruan
tinggi mulai sadar akan pentingnya menentukan strategi manajemen pemasaran yang tepat untuk
menyaring lebih banyak pendaftar sehingga diperoleh standar kualifikasi mahasiswa yang lebih baik.
Penelitian ini bertujuan untuk menganalisis bagaimana pelaksanaan personal selling terhadap
konsumen, bagaimana minat beli konsumen serta besarnya pengaruh personal selling secara simultan
dan parsial terhadap minat beli pada Seleksi Mahasiswa Baru Universitas Telkom. Penelitian ini
menggunakan metode kuantitatif dengan teknik analisis data regresi linear berganda. Pengambilan
sampel dilakukan dengan metode non-probability sampling dengan jumlah responden sebanyak 100
orang dan merupakan pendaftar pada Seleksi Mahasiswa Baru Universitas Telkom yang pernah
mengikuti pameran dan roadshow mulai dari tahun 2017 sampai 2019.
Berdasarkan hasil analisis deskriptif, nilai persentase skor pada tiap dimensi variabel personal
selling adalah prospecting and qualifying (X1) 84,125%, preapproach (X2) 83,75%, approach (X3)
89,59%, presentation and demonstration (X4) 85,33%, handling objection (X5) 82,5%, closing (X6)
89,375%, follow up (X7) 85,583% dan pada variabel minat beli adalah sebesar 83,86% dan termasuk
dalam kategori sangat tinggi. Berdasarkan hasil uji F, personal selling berpengaruh secara signifikan
terhadap minat beli pada Seleksi Mahasiswa Baru Universitas Telkom dengan F hitung > F tabel
(16,775 > 3,94). Berdasarkan hasil uji t, dimensi prospecting and qualifying (X1) berpengaruh
signifikan terhadap minat beli pada Seleksi Mahasiswa Baru Universitas Telkom. Berdasarkan
koefisien determinasi diperoleh hasil bahwa personal selling mampu menjelaskan minat beli sebesar
42,5% dan sisanya sebesar 57,5% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini.
Kesimpulan penelitian ini, tingkat personal selling dan minat beli pada Seleksi Mahasiswa
Baru Universitas Telkom berada dalam kategori baik, namun ada beberapa indikator yang perlu
diperbaiki seperti kelengkapan informasi yang tercantum pada brosur, kemampuan memahami dan
menyelesaikan keluhan konsumen serta aktivitas promosi di beberapa media informasi seperti
platform online yang lebih intens.

Kata kunci: Personal selling, minat beli. prospecting and qualifying
Abstract
The competition that occurs between several universities in Indonesia makes universities
aware of determining the right marketing management strategy to screen more applicants so that
better student qualification standards can be obtained.
This study aims to determine and analyze how the implementation of personal selling to
customers, how customer buying interest and the magnitude of the influence of personal selling
simultaneously and partially on buying interest in Telkom University New Student Selection. This
study uses quantitative methods with multiple linear regression data analysis techniques. Sampling
was carried out by non-probability sampling method with a total of 100 respondents. Respondents in
this study were registrants at the Telkom University New Student Selection who had participated in
exhibitions and roadshows from 2017 to 2019.
Based on the results of descriptive analysis, the value of the percentage score on each
dimension of personal selling variables is prospecting and qualifying (X1) 84.125%, preapproach
(X2) 83.75%, approach (X3) 89.59%, presentation and demonstration (X4) 85, 33%, handling
objection (X5) 82.5%, closing (X6) 89.375%, follow-up (X7) 85.583% and the purchase interest
variable was 83.86% and included in the very high category. Based on the result of simultaneous
hypothesis testing, personal selling significantly influence purchase intention at Telkom University
Seleksi Mhahasiswa Baru. This is proofed by the F-count > F-table (16,775 > 3,94) with a significant
level of 0,000 < 0,05. Based on the partial hypothesis test, the result showed that prospecting and
qualifying (X1) dimensions significantly influenced purchase intention at Telkom University Seleksi
Mahasiswa Baru. The result of coefficient of determination showed that personal selling was able to
explain 42,5% purchase intention and the remaining 57,5% was influenced by the other factors that
not examined in this research.
The conclusion of this study, personal selling and purchase intention at Telkom University
Seleksi Mahasiswa Baru is categorized as “goodâ€, but there are several aspects that need to be
improved such as completeness of the information contained in the brochure, the ability to understand
and resolve customer complaints and promotional activities in the other media such as online
platforms.
Keywords: Personal selling, purchase intention, prospecting and qualifying

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