Analisis Pengaruh Promosi Penjualan, Personal Selling Dan Kualitas Layanan Terhadap Keputusan Pembelian Produk Ban Di Authorized Outlet PT Bridgestone Area Bekasi

Maylanda, Herry (2014) Analisis Pengaruh Promosi Penjualan, Personal Selling Dan Kualitas Layanan Terhadap Keputusan Pembelian Produk Ban Di Authorized Outlet PT Bridgestone Area Bekasi. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini dilakukan untuk mengetahui apakah ada pengaruh antara promosi penjualan terhadap keputusan pembelian, apakah ada pengaruh personal selling terhadap keputusan pembelian, apakah ada pengaruh kualitas pelayanan terhadap keputusan pembelian dan apakah ada pengaruh promosi penjualan, personal selling dan kualitas layanan secara bersama-sama terhadap keputusan pembelian. Adapun yang menjadi objek penelitan pada penelitian ini adalah para pelanggan yang telah melakukan pembelian di Toko Authorized Outlet PT Bridgestone area Bekasi yang berjumlah 100 orang. Variabel yang digunakan dalam penelitian ini adalah promosi penjualan, personal selling, kualitas layanan dan keputusan pembelian, variabel promosi penjualan dinotasikan sebagai variabel X1, variabel personal selling dinotasikan sebagai variabel X2, variabel kualitas layanan dinotasikan sebagai variabel X3, sedangkan variabel keputusan pembelian dinotasikan sebagai variabel Y. Data yang diperoleh dianalisis dengan menggunakan regresi linear sederhana dan regresi linier berganda. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara promosi penjualan terhadap keputusan pembelian, terdapat pengaruh antara personal selling terhadap keputusan pembelian, terdapat pengaruh antara kualitas layanan terhadap keputusan pembelian dan terdapat pengaruh antara promosi penjualan, personal selling dan kualitas layanan secara bersama-sama terhadap keputusan pembelian di Toko Authorized Outlet PT Bridgestone area Bekasi. Kata Kunci : Promosi Penjualan, Personal Selling, Kualitas Layanan, Keputusan Pembelian. This research is conducted to find out whether there is an influence of selling promotion to purchase decision, whether there is an influence of personal selling to purchase decision, whether there is an influence of service quality to purchase decision, and whether there is an influence of promotion, personal selling and service quality altogether to purchase decision. The objects of this research are customers of the Authorized Outlet of PT. Bridgestone Bekasi Area, which are 100 people. The variables used in this research are selling promotion, personal selling, service quality and purchase decision. Selling promotion is noted as X1 variable, personal selling is noted as X2 variable, service quality is noted as X3 variable, while purchase decision is noted as Y variable. The data obtained were analyzed using simple linear regression and multiple linear regressions. The results showed that there are influences of selling promotion to purchase decision, there are influences of personal selling to purchase decision, there are influences of service quality to purchase decision, and there are influences of promotion, personal selling and service quality altogether to purchase decision at the Authorized Outlet of PT. Bridgestone Bekasi Area. Key words : selling promotion, personal selling, service quality, purchase decision

Item Type:	Thesis (S2)
Call Number CD:	CDT-551-14-061
Call Number:	TM/51/15/284
NIM/NIDN Creators:	55112110061
Uncontrolled Keywords:	Promosi Penjualan, Personal Selling, Kualitas Layanan, Keputusan Pembelian, mps, manajemen pemasaran
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Admin Perpus UMB
Date Deposited:	18 Sep 2015 14:57
Last Modified:	30 Jun 2022 02:14
URI:	http://repository.mercubuana.ac.id/id/eprint/13961

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