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

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.