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

Sunday Ade Sitorus

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.


Full Text:

PDF

References


Basu Swastha dan Irawan, 2003, Manajemen

Pemasaran Modern, Yogyakarta , Penerbit

Liberty,

Fandy Tjiptono, 2012, Pemasaran Strategik,

Yogyakarta : Andi

Guiltinan, Joseph P, 2002, Manajemen Pemasaran,

Jakarta : Erlangga

Husein Umar, 2011, Metode Penelitian Untuk

Skripsi Dan Tesis Bisnis, Jakarta : Raja

Grafindo Persada

Juliansyah Noor, 2012, Metode Penelitian Skripsi,

Tesis, Diserstasi & Karya Ilmiah, Jakarta :

Kencana Prenada Media Group

Kotler, Philip, 2001, Manajemen Pemasaran,

Jakarta : Prenhallindo

Nazir, Muhammad, 2003, Metode Penelitian,

Jakarta : Ghalia Indonesia

Paulus Lilik Kristianto, 2010, Psikologi Pemasaran,

Yogyakarta : CAPS

Singarimbun, Masri dan Sofyan Effendi, 1995,

Metode Penelitian Survei, Jakarta : PT.

Pustaka LP3ES Indonesia

Sofyan Assauri, 2010, Manajemen Pemasaran,

Jakarta : Raja Grafindo Persada

Sugiyono, 2003, Metode Penelitian Bisnis, Cetakan

Keempat, Edisi Revisi, Bandung : Alfabeta

Suharsimi Arikunto, 2007, Prosedur Penelitian

Ilmiah, Jakarta : Rineka Cipta




DOI: https://doi.org/10.36987/informatika.v2i2.200

Hasil gambar untuk committee on publication ethics logo

Jurnal ini mengikuti pedoman dari Committee on Publication Ethics (COPE)dalam menghadapi semua aspek etika publikasi dan, khususnya, bagaimana menangani kasus penelitian dan kesalahan publikasi. Pernyataan ini menjelaskan etika perilaku semua pihak yang terlibat dalam proses penerbitan artikel di jurnal ini, termasuk Penulis, Pemimpin Redaksi, Dewan Redaksi, Mitra Bebestari, dan Penerbit (Akademi Kepolisian Republik Indonesia). INFORMATIKA berkomitmen untuk mengikuti praktik terbaik tentang masalah etika, kesalahan, dan pencabutan. Pencegahan malpraktek publikasi merupakan salah satu tanggung jawab penting dewan redaksi. Segala jenis perilaku tidak etis tidak dapat diterima, dan jurnal tidak mentolerir plagiarisme dalam bentuk apa pun.

 

INFORMATIKA
Journal URL: https://jurnal.ulb.ac.id/index.php/informatika
Journal DOI: 10.36987/informatika
P-ISSN: 2303-2863
E-ISSN: 2615-1855

Alamat Redaksi :
Fakultas Sains dan Teknologi, Universitas Labuhanbatu
Gedung Fakultas Sains dan Teknologi,
Jalan Sisingamangaraja No.126 A KM 3.5 Aek Tapa, Bakaran Batu, Rantau Sel., Kabupaten Labuhan Batu, Sumatera Utara 21418