PENGARUH ADVERTISING DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA

Abstract

Every company apply various promotion mix in order to influence the purchasing decision of the customer. Promotion mix consists of advertising, personal selling, public relation, sales promotion and direct marketing. The purpose of this research is to find out the influence of advertising and personal selling to the purchasing decision of Honda motorcycle. The population is the customer who purchases Honda motorcycle at PT Calista Alba Surabaya. The data in this research is the primary data (from questionnaires). The sample collection technique has been done by using accidental sampling and 80 people have been selected as samples. The analysis technique has been done by using multiple linear regressions. The result of partial test shows that variables which have been used in the research model i.e.: advertising and personal selling and each of them has positive and significant influence to the purchasing decision of Honda motorcycle at PT Calista Alba di Surabaya. This result is supported by the acquisition of correlation coefficient level which shows that the correlation among these variables to the purchasing decision of Honda motorcycle at PT Calista Alba Surabaya is firm.
Keywords: advertising, personal selling, and purchasing decision