PENGARUH HARGA DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA CV SANFREMY PRATAMA MEDAN

Abstract

This study aim to analyze the influenze of price and Personal Selling on Consumer Buy Desicions
of CV SANFREMY PRATAMA 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 CV
SANFREMY PRATAMA Medan and the samples taken are 90 consumers.
The first hypotesis finding shows the Promotion influences significantly on the Consumer Buy
Interest of CV SANFREMY PRATAMA Medan. The second hypotesis shows that Personal
Sellinginfluences significantly on the Consumer Buy Interest of PT ARAS DINAMIKA ABADI Medan.
The third hypotesis shows that the Promotion and Personal Sellingsimultaneously influence
significantly on the Consumer Buy Interest of CV SANFREMY PRATAMAMedan. In partial, the
Personal Selling variable shows more dominantly than the Promotion of CV SANFREMY
PRATAMAMedan. This means that the Consumer Buy Interest of CV SANFREMY PRATAMA Medan
are influenced highly by the Personal Sellingand it is the Personal Sellingthat gives mostly.