PENGARUH PERSONAL SELLING DAN REFERENCE GROUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Allicia Deana Santosa, Indyra Dwi Cahyaningtyas

Abstract


This study aims to determine the effect of the implementation of personal selling and reference groups on consumer purchasing decisions on Honda cars at Pluit Auto Plaza either partially or simultaneously. The method used in this research is descriptive and verification research survey methods. The population of this research is 180 consumers, and the research technique uses purposive sampling of 100 consumers. The analytical method uses calculations, multiple correlation, coefficient of determination, hypothesis testing. The results of research on the effect of the implementation of personal selling, and reference groups on consumer purchasing decisions show fairly good results. The results of the research analysis show the effect of the implementation of selling conditions and reference groups have a positive and significant impact on consumer purchasing decisions on Honda cars at Pluit Auto Plaza, North Jakarta. Hypothesis test results show a simultaneous effect rather than partially. This means that personal selling and reference groups are able to arouse consumers to make purchasing decisions.

Keywords: Personal Selling; Reference Groups; Purchasing Decisions

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh pelaksanaan personal selling dan kelompok referensi terhadap keputusan pembelian konsumen khususnya pada mobil honda di Pluit Auto Plaza baik secara parsial maupun simultan. Metode yang digunakan dalam penelitian ini adalah metode survey penelitian deskriptif dan verifikatif. Populasi penelitian ini berjumlah 180 konsumen, dan teknik penelitian menggunakan purposive sampling sebanyak 100 konsumen. Metode analisis menggunakan perhitungan, regresi berganda, koefisien determinasi, uji hipotesis. Hasil penelitian tentang pengaruh pelaksanaan personal selling, dan kelompok referensi terhadap keputusan pembelian konsumen menunjukkan hasil cukup baik. Hasil analisis penelitian menunjukkan pengaruh pelaksanaan persondal selling dan kelompok referensi berdampak positif dan signifikan terhadap keputusan pembelian konsumen pada mobil honda di Pluit Auto Plaza, Jakarta Utara. Hasil uji hipotesis menunjukan berpengaruh  secara simultan daripada secara parsial. Hal ini berarti personal selling dan kelompok referensi mampu membangkitkan konsumen untuk melakukan keputusan pembelian.

Kata Kunci: Personal Selling; Kelompok Referensi; Keputusan Pembelian


Keywords


personal selling; reference group; kelompok referensi; purchasing decision; keputusan pembelian

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DOI: https://doi.org/10.37058/jem.v6i1.1484

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