PENGARUH PERSONAL SELLINGDAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MOBIL MITSUBISHI PADA PT. ALAM JAYA

VOluME Vi, NOMOR ii, Juli 2016

Jum'at, 07 Oktober 2016 08:18 | Sudah dibaca 751 kali

PT. Alam Jaya Berlian Motors is a limited company which carries on business as an official outlet Mitsubishi. There are some problems that occurred in PT. Alam Jaya Berlian Motors relating to personal selling and distribution channels that iaffected the purchase decisions of consumers who tended to decline each month caused sales people lack of ability to master the product, and less able to attract buying interest of potential customers and failed to give good service, especially in the distribution channel. By paying attention to personal selling and distribution channels, it is expected that they can increase the purchasing decision. Based on the brief description, the problem is formulated as follows; Do personal selling and distribution channels affect the consumer purchasing decision at PT. Alam Jaya Berlian Motors.

The theories used in this research are theories of marketing management, related to personal selling and distribution channels as well as the theories of consumer purchasing decisions. This research used quantitative approach and type of research is quantitative descriptive. Data collection was performed by interviews, questionnaires and documentation. Data analysis was done by multiple linear regression analysis. Populations are consumerss who have purchased at PT. Alam Jaya Berlian Motors. totalling 248 customers. The samples in this study were taken by using simple random sampling technique and were drawn by a formula of slovin that 153 respondents were used as samples and 30 responses were used to test the validity.

The result of the study showed that personal selling and distribution channels simultaneously and partially have a significant effect on purchasing decisions, with the value of the variable T of personal selling ; 9,453 and the value of the T for variable of distribution channels ; 5,497, and the value of the coefficient of determination was 48.6% and personal selling is the most dominant factor affecting purchasing decisions.

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