THE IMPACT OF EVENT, TELEMARKETING AND PERSONAL SELLING TOWARD BUYING INTENTION OF FUTURE EXCHANGE IN PT. MONEX INVESTINDO FUTURES JAKARTA

Abstract

Economic tends to growth. Nowadays, the world was develop so fast, and it causes economics also growth. Economics have big impact to the world, because almost all parts affected by the economic. Futures trading is one of the parts of the economic, and currently future trading one of the investments that are in demand by the public, because invest in future trading is very promising. In this research, the researcher want to explore the problem faced by one of trading companies in Indonesia which is PT. Monex Investindo Futures. The problem is that the sales target rarely achieved by the company. By interviewing the Marketing Manager of the company, there are three main marketing tools (Event, Telemarketing, Personal Selling) used to gain the investors. The study intended to investigate the impact of the marketing tools used by the company on buying intention of investor by using multiple regression analysis method. The population of the study are company’s customers. The study used purposive sampling and the total number of samples is 56 respondents. The results of the study indicated that event, telemarketing, and personal selling influence simultaneously toward buying intention. Personal selling is the only factor with a significant partial influence on buying intention while the partial influences of event and telemarketing towards buying intention are insignicant. The value of R2 = 0.884 indicated that 88.4% of change on buying intention can be explained by the changes on event, telemarketing, and personal selling. It is recommended to the company to maintain its personal selling quantitaively as well as qualitatively as it is the dominant marketing tool among the three tools used by the company.