PENGARUH PROMOSI DAN PERSONAL SELLING TERHADAP MINAT BELI KONSUMEN PADA PT ARAS DINAMIKA ABADIMEDAN

Abstract

This study aim to analyze the influenze of Promotion and Personal Sellingon Consumer
Buy Interest of PT ARAS DINAMIKA ABADI Medan. Research variable include : Consumer
Buy Interest (Y) as the dependent variable, Promotion (X1) as the independent variable, and
Personal Selling(X2) as the independent variable. This study adopted the Marketing
Management theory, as it pertaining to the Promotion, Price Strategy, and Consumer Buy
Interest.
This research applies a survey approach with a descriptive and qualitative method and
uses an explanation power as it characteristics. The method of collecting the data is done by
using interview, questionaires, and documentation study. The method of data analysis used is
the multiple regression analysis and the simple regression analysis. The population of this study
are 90 consumers of PT ARAS DINAMIKA ABADI Medan and the samples taken are 90
consumers.
The first hypotesis finding shows the Promotion influences significantly on the
Consumer Buy Interest of PT ARAS DINAMIKA ABADI Medan. The second hypotesis shows
that Personal Sellinginfluences significantly on the Consumer Buy Interest of PT ARAS
DINAMIKA ABADIMedan. The third hypotesis shows that the Promotion and Personal
Sellingsimultaneously influence significantly on the Consumer Buy Interest of PT ARAS
DINAMIKA ABADI Medan. In partial, the Personal Sellingvariable shows more dominantly
than the Promotion of PT ARAS DINAMIKA ABADI Medan. This means that the Consumer
Buy Interest of PT ARAS DINAMIKA ABADI Medan are influenced highly by the Personal
Sellingand it is the Personal Sellingthat gives mostly.
Keywords : promotion, personal selling, consumer buy interest