PENGARUH GAYA KOMUNIKASI SALES ASSISTANT (SA) TERHADAP MINAT BELI KONSUMEN CASIO TIMEPIECES Survei pada Pelanggan Toko Grand Indonesia Jakarta Tahun 2024

Hidayat, Raiza Achmad and UNSPECIFIED (2024) PENGARUH GAYA KOMUNIKASI SALES ASSISTANT (SA) TERHADAP MINAT BELI KONSUMEN CASIO TIMEPIECES Survei pada Pelanggan Toko Grand Indonesia Jakarta Tahun 2024. S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini berjudul “Pengaruh Gaya Komunikasi Sales Assistant (SA) Terhadap Minat Beli Konsumen Casio Timepieces Survei pada Pelanggan Toko Grand Indonesia Jakarta Tahun 2024” dengan tujuan penelitian untuk mengetahui dan menjelaskan seberapa besar pengaruh gaya komunikasi SA Casio timepieces terhadap minat beli konsumen di Grand Indonesia. Dalam proses mempelajari pembaharuan pengetahuan dibutuhkan seorang Sales Assistant (SA) yang mampu mempelajari hal-hal detail terkait produk seperti fitur, material, keunikan, dan lain-lain. Dengan tujuan untuk memudahkan para Sales Assistant (SA) dalam menawarkan produknya, meningkatkan kepercayaan diri, serta memaksimal kan omzet yang ada. Metode penelitian yang digunakan dalam penelitian ini yaitu menggunakan metode pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini ialah seluruh rata-rata konsumen yang berbelanja sebanyak 183 konsumen dengan Teknik sampel Non-probability sampling yaitu Accidental Sampling sehingga didapatkan hasil jumlah dari sampel yaitu 123 responden. Teknik analisis data menggunakan regresi linear sederhana. Temuan penelitian ini menunjukkan bahwa korelasi (R) sebesar 0,899 menunjukkan hubungan gaya komunikasi SA dengan minat beli yaitu sangat kuat, hasil persamaan regresi Y = 2.490 + 0,713X. Hasil pengujian hipotesis nilai t hitung > dari ttabel(22,536 > 1,980) dengan signifikansi sebesar 0,000 < 0,05, yang artinya bahwa secara langsung variabel gaya komunikasi SA mempunyai pengaruh signifikan terhadap minat beli CASIO TIMEPIECES di Toko Grand Indonesia Jakarta. Hasil uji koefisien determinasi R Square diperoleh sebesar 0,808 yang artinya 80,8% dari minat beli dapat dijelaskan oleh variabel independen gaya komunikasi SA. Sedangkan sisanya sebesar 19,2% dijelaskan oleh faktor lain yang tidak diteliti dalam penelitian ini. Hipotesis dalam penelitian ini diterima, yang artinya bahwa secara langsung variabel gaya komunikasi SA mempunyai pengaruh signifikan terhadap minat beli CASIO Timepieces di Toko Grand Indonesia Jakarta. This study is entitled “The Effect of Sales Assistant (SA) Communication Style on Consumer Purchase Interest in Casio Timepieces Survey on Grand Indonesia Jakarta Store Customers in 2024” with the aim of the study to determine and explain how much influence the SA communication style of Casio timepieces has on consumer buying interest in Grand Indonesia. In learning knowledge renewal, a Sales Assistant (SA) can learn detailed things related to products such as features, materials, uniqueness, and others. To make it easier for Sales Assistants (SA) to offer their products, increase self- confidence, and maximize existing turnover. The research method used in this study is to use a quantitative approach survey method. The population in this study were all average consumers who shopped as many as 183 consumers with the Non- probability sampling technique, namely Accidental Sampling so the results obtained the number of samples were 123 respondents. The data analysis technique uses simple linear regression. The findings of this study indicate that the correlation (R) of 0.899 shows the relationship between SA communication style and buying interest is solid, and the results of the regression equation Y = 2.490 + 0.713X. The results of hypothesis testing the value of t count> from t table (22.536> 1.980) with a significance of 0.000 <0.05, which means that directly the SA communication style variable has a significant influence on buying interest in CASIO TIMEPIECES at Grand Indonesia Jakarta Store. The test result of the coefficient of determination R Square was obtained at 0.808, which means that 80.8% of buying interest can be explained by the independent variable SA communication style. While the remaining 19.2% is explained by other factors not examined in this study. In conclusion, the hypothesis in this study is accepted, which means that the SA communication style variable directly has a significant influence on purchasing interest in CASIO Timepieces at the Grand Indonesia Store, Jakarta.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44320110009, UNSPECIFIED
Uncontrolled Keywords: Stimulus-organisme-respon, Komunikasi Pemasaran, Sales Assistant, Gaya Komunikasi, Minat Beli Konsumen Stimulus-organism-response, Marketing Communication, Sales Assistant, Communication Style, Consumer Purchase Interest
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: SILMI KAFFA MARISKA
Date Deposited: 23 Aug 2024 03:19
Last Modified: 23 Aug 2024 03:19
URI: http://repository.mercubuana.ac.id/id/eprint/90635

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