Pengaruh Penjualan Personal, Citra Merek, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk PT Kingled Indonesia Medan

Dennis Angkasa, Andrian Halim, Salman Faris, Betty Betty, Suriati Tirawani

Abstract


PT. Kingled Indonesia is a company that holds the exclusive KINGLED brand, headquartered in Medan. It has been distributing its products throughout Indonesia since 2010. Kingled products have obtained ISO and SNI certifications. However, increasing competition has led to a decline in the company's sales, which is related to personal selling, brand image, and product quality. The population studied consists of all customers who made purchases from the company during 2022, totaling 779 stores. Because the population consists of 779 stores, the sample size was reduced using the Slovin sampling technique, with a confidence level of 90% and a margin of error of 10%, resulting in 87 samples. The research results show that personal selling has a positive and significant influence on purchasing decisions. Brand image also has a positive and significant influence on purchasing decisions. Product quality likewise has a positive and significant influence on purchasing decisions. Overall, personal selling, brand image, and product quality have a significant influence on purchasing decisions.


Keywords


Personal selling; Brand image; Product quality; Purchase decision.

Full Text:

PDF

References


Andriani, Debrina P. (2019). Desain dan Analisis Eksperimen, Untuk Rekayasa Kualitas. Malang: UB Press.

Firmansyah, Anang. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Penerbit Deepublish Publisher Yogyakarta.

Firmansyah, Anang. (2019). Pemasaran Produk dan Merek (Planning & Strategy). Penerbit Deepublish Publisher, Yogyakarta.

Firmansyah, Anang. (2020). Komunikasi Pemasaran. Yogyakarta: Deepublish Publisher.

Herlina, V. (2019). Panduan Praktis Mengolah Data Kuesioner Menggunakan SPSS. Penerbit PT. Elex Media Komputindo. Jakarta.

Priyatno, D. (2018). SPSS Panduan Mudah Olah Data Bagi Mahasiswa & Umum. Penerbit CV. Andi Offset, Yogyakarta.

Riyadi, Slamet. (2017). Akuntansi Manajemen. Jawa Timur: Zifatama Publisher.

Sholihin, Riadhus. (2019). Digital Marketing di Era 4.0. Penerbit Anak Hebat Indonesia, Yogyakarta.

Sugiyono. (2019). Metode Riset Akuntansi. Yogyakarta: Deepublish Publisher.

Yudhanto, Y. (2018). Information Technology Business Start Up (Ilmu Dasar Merintis Start Up Berbasis Teknologi Informasi Untuk Pemula. Jakarta: Elex Media Komputindo.




DOI: https://doi.org/10.30743/jmb.v6i2.9843

Refbacks

  • There are currently no refbacks.


Manajemen dan Bisnis
Fakultas Ekonomi Universitas Islam Sumatera Utara
Jl. Sisingamangaraja, Teladan-Medan Indonesia 20217 
Telp. (061) 7869880 | fax. (061) 7869880
Email: admin.jmb@fe.uisu.ac.id