THE IMPACT OF PERSONAL SELLING, DISPLAY, AND SALES PROMOTION TOWARDS CONSUMER BUYING DECISION (A CASE STUDY OF DELL NOTEBOOK PRODUCT, SEMARANG)

Abstract

This research for purposed to analyze the impact of personal selling, display, and sales promotion towards consumer buying decision Dell notebook product in Semarang. This research was a research by using the survey method. This research used questionnaire as the tool to obtain the data about product in store in Semarang. This research used the convenience sampling with 100 respondents in stores in Semarang. This research tried to determined the factors that influence consumers to do the purchase activities. The purpose of this research to analyze the effect of Personal Selling (X1), Display (X2), and Sales Promotion (X3) to Buying Decision (Y). The analyze data, the researcher use quantitative analysis include validity and reliability, classic assumption test, multiple regression to test hypothesis through T-test, F-test, and coefficient determination (R2). The result of the T-test and F-test that show the independent variable has significant relationship with dependent variable. Hypothesis testing used T-test showed that one independent variable (personal selling) significantly affect buying decision. Then, F-test showed that the personal selling, display, and sales promotion has significant effect to the buying decision. In adjusted R square indicates that 32.3% variable buying decision can be explained by independent variable while remaining 67.7% explain by other variables outside this study. The findings of this study would help company to understand the types of promotion that significantly influence consumer buying decision. Hence, this could help marketers in their planning to become more competitive and gain profit.