PENGARUH KEAHLIAN WIRANIAGA(PERSONAL SELLING) TERHADAP KEPUTUSAN PEMBELIAN (Survey Pengunjung Pameran Indocomtech 2017 yang membeli laptop ASUS)

DIDI, DIDI (2019) PENGARUH KEAHLIAN WIRANIAGA(PERSONAL SELLING) TERHADAP KEPUTUSAN PEMBELIAN (Survey Pengunjung Pameran Indocomtech 2017 yang membeli laptop ASUS). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Along with the development of the era in the digital era today, it is clear that the progress of science and technology is increasingly sophisticated. The digital world cannot be separated from electronic media which is a bridge between the community and information, one of which is the electronic media laptop. Since 2013, ASUS has become a market leader for the computing device business in Indonesia. Besides being known for presenting quality and innovative products, ASUS has a unique way to stay connected with customers, namely with exhibition events. The aim of the exhibition event is to increase sales by assigning salespeople to do personal selling. Based on these factors, this research takes the theme "The influence of salesperson expertise" Personal Selling "on" purchasing decisions "where this research is expected to provide an overview and explanation of how salesperson expertise as a sales person can influence consumers to buy ASUS laptops (Purchase Decisions). The research method used is quantitative methods. Data was obtained through surveys by distributing questionnaires to 100 respondents who made laptop purchases during the exhibition. The sampling technique used accidental sampling, then tested through validity and reliability tests using SPSS 25, while the analysis used was multiple linear regression. The study was conducted on 1-5 November 2017 which took place during the exhibition at the Jakarta Convention Center. Hypothesis testing results show that there is a positive and significant influence from personal selling on the purchase decision of ASUS laptops. This explains that the sales skills of "personal selling" namely product knowledge, negotiation skills and building long-term relationships can influence purchasing decisions. Seiring perkembangan jaman pada era digital sekarang ini, terlihat jelas adanya kemajuan ilmu pengetahuan dan teknologi yang semakin canggih. Dunia digital tak lepas dari media elektronik yang menjadi jembatan penghubung antara masyarakat dengan informasi, salah satunya media elektronik tersebut adalah laptop. Sejak tahun 2013, ASUS sudah menjadi market leader untuk bisnis perangkat komputasi di Indonesia. Selain dikenal dengan menghadirkan produk yang berkualitas dan inovatif, ASUS memiliki cara yang unik untuk tetap terkoneksi dengan pelanggan yaitu dengan event pameran.tujuan dari event pameran adalah untuk meningkatkan penjualan dengan menugaskan wiraniaga untuk melakukan personal selling. Berdasarkan faktor tersebut, penelitian ini mengambil tema “Pengaruh Keahlian wiraniaga “Personal Selling”terhadap “keputusan pembelian” dimana penelitian ini diharapkan dapat memberikan gambaran dan penjelasan bagaimana keahlian wiraniaga sebagai sales person dapat mempengaruhi konsumen agar membeli laptop ASUS (Keputusan Pembelian). Metode penelitian yang digunakan adalah metode kuantitatif. Data diperoleh melalui survey dengan menyebarkan kuesioner kepada 100 responden yang melakukan pembelian laptop pada saat pameran berlangsung. Teknik pengambilan sample menggunakan accidental sampling, kemudian di uji melalui uji validitas dan realibilitas menggunakan SPSS 25, sedangkan analisis yang digunakan adalah regresi linier berganda. Penelitian dilakukan pada bulan 1-5 November 2017 yang berlangsung pada saat pameran di Jakarta Convention Center. Hasil pengujian hipotesis menunjukan terdapat pengaruh yang positif dan signifikan dari personal selling terhadap keputusan pembelian laptop ASUS. Hal ini menjelaskan bahwa keahlian wiraniaga “personal selling” yaitu pengetahuan produk, keahlian negosiasi dan membangun hubungan jangka panjang dapat mempengaruhi keputusan pembelian.

Item Type: Thesis (S1)
NIM: 44312110086
Uncontrolled Keywords: PENGARUH KEAHLIAN WIRANIAGA(PERSONAL SELLING) TERHADAP KEPUTUSAN PEMBELIAN
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 002 The Book/Buku > 002.01-002.09 Standard Subdivision of Book/Subdivisi Standar dari Buku > 002.074 Museums, Collections, Exhibits/Museum, Koleksi, Pameran
200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 14 Jan 2019 01:13
Last Modified: 14 Jan 2019 01:13
URI: http://repository.mercubuana.ac.id/id/eprint/46618

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