DIANTORO, ARIK (2019) PENGARUH SALES PROMOTION DAN PERSONAL SELLING TERHADAP MINAT BELI DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN PRODUK DI PT. HEINZ ABC INDONESIA. Diploma thesis, STIE MAHARDHIKA.
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15210422 - ABSTRAK ARIK DIANTORO.pdf Download (175kB) |
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Abstract
This study entitled the influence of sales promotion and personal selling on buying interest and its impact on product purchasing decisions, aims to determine the effect of the value of sales promotion and personal selling on direct and through buying interest. This research is descriptive quantitative research, with a sample of 80 respondents. Obtain data using the SPSS 18 for Windows application. Analysis of the data carried out is validity test, reliability test, classic assumption test (normality test, multicollinearity test, heterocedasticity test) by testing the hypothesis through t test, path analysis test, determination test results of this study stating that the validity test states all variable indicators are stated valid because R count ≥ R table (0.219) with a sig value of 0.05, the reliability test results state that all variables are declared variable because the value of cronbach's alpha> 0.60. The classic assumption test states that all tests are normally studded. Hypothesis test states that there is a positive influence of sales promotion on buying interest of 0.346, there is a positive personal selling effect on buying interest of. 0.417, there is a positive influence of sales promotion on purchasing decisions of 0.149, there is a positive effect of personal selling on purchasing decision decisions of 0.174, there is a positive influence of buying interest on purchasing decisions of 0.570. This can be concluded that sales promotion has an effect on purchasing decisions through buying interest of 0.197, personal selling has an effect on purchasing decisions through buying interest of 0.237
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | sales promotion, personal selling, minat beli, keputusan pembelian |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 10 Mar 2020 03:38 |
| Last Modified: | 10 Jan 2023 05:26 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1479 |
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