PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PRODUK ORIFLAME DI QUENENO GROUP SINGARAJA TAHUN 2014

Abstract

Penelitian ini bertujuan untuk mengetahui (1) pengaruh pendekatan secara parsial, (2) pengaruh presentasi secara parsial, (3) pengaruh penanganan keberatan secara parsial, (4) pengaruh menutup penjualan secara parsial, dan (5) pengaruh personal selling secara simultan terhadap keputusan pembelian produk Oriflame. Subyek penelitian ini adalah konsumen dari Queneno Group Singaraja, sedangkan objek penelitian adalah personal selling (pendekatan, presentasi, penanganan keberatan, menutup penjualan) dan keputusan pembelian di Queneno Group Singaraja. Data dikumpulkan dengan metode kuisioner, dianalisis dengan regresi linier berganda dengan SPSS 16.0 for windows yang meliputi uji t dan uji F. Penelitian ini termasuk dalam jenis penelitian deskriptif kuantitatif dengan jumlah responden 100 orang. Hasil penelitian menunjukkan bahwa pendekatan berpengaruh secara parsial terhadap keputusan pembelian sebesar 4,945, presentasi berpengaruh secara parsial terhadap keputusan pembelian sebesar 2,837, penanganan keberatan berpengaruh secara parsial terhadap keputusan pembelian sebesar 4,168, menutup penjualan berpengaruh secara parsial terhadap keputusan pembelian sebesar 4,098 dan personal selling mempunyai pengaruh secara simultan terhadap keputusan pembelian sebesar 77,7%.
Kata Kunci : keputusan pembelian, perilaku konsumen, personal selling

The objective of this research aimed to know (1) the influence of approach by partial, (2) the influence of presentation by partial, (3) the influence of handling objection by partial, (4) the influence of closing the sale by partial, (5) the influence of personal selling by simultaneously upon the purchasing decision product Oriflame. The subjects of this study were consumers of Queneno Group Singaraja, while the study object is the personal selling (approach, presentation, handling objections, closing the sale) and purchase decisions in Queneno Group Singaraja. Data were collected by questionnaire method, are analyzed with multiple linier regression with SPSS 16.0 for Windows which includes t test and F test of this study are included in quantitative descriptive research with 100 respondents. The result of this research showed that (1) the influence of approach by partial upon the purchasing decision as amount 4,945, (2) the influence of presentation by partial upon the purchasing decision as amount 2,837, (3) the influence of handling objection by partial upon the purchasing decision as amount 4,168, (4) the influence of closing the sale by partial upon the purchasing decision as amount 4,098, (5) the influence of personal selling by simultaneously upon the purchasing decision product Oriflame as amount 77,7%.
keyword : purchasing decision, consumer behavior, personal selling