The Effect of Price, Sales Promotion and Personal Selling on the Daihatsu Sirion Purchase Decision at PT Capella Medan The Effect of Price, Sales Promotion and Personal Selling on the Daihatsu Sirion Purchase Decision at PT Capella Medan
Article Sidebar
Main Article Content
Abstract
The purpose of this study was to analyze the effect of price, sales promotion and personal selling on the Daihatsu Sirion purchasing decision at PT Capella Medan. There was a decrease in purchasing decisions, reflecting the failure to achieve company targets due to prices, sales promotions and personal sales. The population in this study may be 230 consumers and the sample is considered to be 146 consumers. The sampling technique used was random sampling. The data analysis used was validity and reliability test, classical assumption test, linear multiple regression analysis, and hypothesis testing. The conclusion of the study shows that simultaneously and partially price, sales promotion and personal selling have a positive and significant effect on the purchasing decision of the Daihatsu Sirion at PT Capella Medan.
Downloads
Article Details
[2] Hasan, Ali. 2013. Marketing dan Kasus-kasus Pilihan. Cetakan Kesatu. Yogyakarta: CAPS (Center for Academic Publishing Service).
[3] Hermansyur dan Aditi. 2017. Pengaruh Kualitas Produk, Citra Merek, Harga, Dan Promosi, Terhadap Keputusan Pembelian Mobil Merek Honda Di Kota Medan. Jurnal
[4] Hermawan. 2012. Bauran Pemasaran dan Loyalitas Konsumen. Bandung: Alfabeta.
[5] Kotler, Philip dan Kevin Lane Keller. 2013. Manajemen Pemasaran. Ed. 13, Pearson Education, inc.
[6] Muharam dan Soliha. 2017. Kualitas Produk, Citra Merek, Persepsi Harga Dan Keputusan Pembelian Konsumen Honda Mobilio di PT. Istana Cendrawasih Motor Semarang.Jurnal.
[7] Nency. 2014. Pengaruh Periklanan, Penjualan Pribadi Promosi Penjualan, dan Publitas terhadap Keputusan Pembelian pada Penerbit Andi cabang Manado. Jurnal
[8] Nitisusastro, Mulyadi. 2016. Perilaku Konsumen dalam Perspektif Kewirausahaan. Bandung: Alfabeta.
[9] Sangadji, Mamang, Etta, Sopiah. 2016. Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. Ed.1, Yogyakarta: Andi Offset.
[10] Setiadi. 2016. Manajemen Pemasaran. Medan: Perdana Publishing.
[11] Sujarweni, V, Wiratna. 2015. Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif dan R&D). Bandung: Alfabeta.
[12] Sunyoto, Danang. 2013. Teori, Kuesioner dan Analisi Data untuk Pemasaran dan Perilaku Konsumen. Cetakan Kesatu. Yogyakarta : Center for Academic Publishing Service.
[13] Tjiptono, Fandy. 2015. Pemasaran Strategi. Ed 2. Yogyakarta : ANDI OFFSET.
[14] Torang, Syamsir. 2016. Organisasi dan Manajemen (Perilaku Struktur, Budyaa dan Perubahan Organisasi. Bandung : Alfabet
Hazura Mutia. (2020). The Effect of Work Family Conflict on the Performance of Female Employees in the Population and Civil Registration Office of Deli Serdang Regency in 2019. Journal of Management Science (JMAS), 3(2, April), 38-42. Retrieved from http://exsys.iocspublisher.org/index.php/JMAS/article/view/46