Akbar, Pramana Andi (2018) Pengaruh Personal Selling Dan Sales Promotion Terhadap Purchase Intention Pada Produk Peralatan Alat Kantor (Studi Kasus Pada Cv. Tunas Abadi Di Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan: 1) Menganalisis pengaruh personal selling terhadap purchase intention pada produk peralatan kantor di CV. Tunas Abadi Malang, 2) Untuk Menganalisis pengaruh sales promotion terhadap purchase intention pada produk peralatan kantor di CV. Tunas Abadi Malang. Berdasarkan dari jenis data dan analisisnya penelitian ini menggunakan jenis penilitian kuantitatif, dan jenis penelitian yang digunakan adalah explanatory reseach, yang menjelaskan hubungan kausal diantara variable – variable melalui pengujian hipotesa yang telah dirumuskan sebelumnya. Lokasi penelitian ini dilakukan pada CV. TUNAS ABADI MALANG pada bulan Mei 2018. Teknik pengambilan data pada penelitian ini menggunakan teknik non probability sampling dengan jenis purposive sampling. Pengambilan data penelitian ini menggunakan koesioner, dengan 100 responden. Metode pengumpulan data menggunakan data primer adalah data yang secara langsung diberikan kepada pengumpul data, dan data sekunder: adalah data yang tidak didapat secara langsung oleh pengumpul data dan telah diolah lebih lanjut menjadi bentuk – bentuk seperti table, grafik diagram, gambar, dan sebagainya. Hasil penelitian menunjukkan bahwa Variabel Personal Selling dan sales promotion memiliki pengaruh yang signifikan secara simultan terhadap purchase intention. Berdasarkan pada hasil penelitian didapatkan bahwa personal selling mendorong terjadinya purchase intention. berdasarkan pada hasil penelitian didapatkan bahwa sales promotion mendorong terjadinya purchase intention. Variabel sales promotion mempunyai pengaruh yang paling kuat dibandingkan dengan variable personal selling, maka variable sales promotion mempunyai pengaruh yang dominan terhadap purchase intention.
English Abstract
This study aims: 1) Analyzing the influence of personal selling on purchase intention on office equipment products in CV. Tunas Abadi Malang, 2) To analyze the influence of sales promotion to purchase intention on office equipment product at CV. Tunas Abadi Malang. Based on the type of data and the analysis of this study using the type of quantitative research, and the type of research used is explanatory research, which explains the causal relationships among variables through testing hypotheses that have been formulated previously. The location of this study was conducted on CV. TUNAS ABADI MALANG in May 2018. The technique of data retrieval in this research using technique of nonprobability sampling with the type of purposive sampling. The data were collected using questioner, with 100 respondents. The data collection method using primary data is data that is directly given to the data collector, and secondary data: is data that is not obtained directly by the data collector and has been further processed into forms such as tables, graphs diagrams, drawings, and so on. The results showed that Variable Personal Selling and sales promotion have significant influence simultaneously to purchase intention. Based on the result, it is found that personal selling encourages purchase intention. based on the result, it is found that sales promotion encourages purchasing intention. Based on the result of t-test, it is found that sales promotion variable has t value and biggest beta coefficient. Sales promotion variables have the strongest influence compared with personal selling variables, then sales promotion variables have a dominant influence on purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/773/051901432 |
| Uncontrolled Keywords: | Personal selling, Sales Promotion, dan Purchase Intention, |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 02 Jul 2019 03:57 |
| Last Modified: | 21 Oct 2021 03:02 |
| URI: | http://repository.ub.ac.id/id/eprint/164811 |
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