PENGARUH PENJUALAN PERORANGAN, PEMASARAN LANGSUNG TERHADAP KEPUTUSAN PEMBELIAN PRODUK GRANIT PADA PT. GARUDA GRAHA INDAH

Abstract

Promotion is used in order to have the aim of company fulfilled. Therefore, the company needs to be always develop its business to have the aim fulfilled. As consequence, the effect of entrepreneur skilling and direct marketing which are applied by the company. This research aimed to find out the effect of personal selling, and direct marketing on the buying decision of granit of PT. Garuda Graha Indah. While, the data analysis technique used multiple linier regression. Moreover, the sample was 100 respondent of PT. Garuda Graha Indah in 2018. In addition, the data collection technique used Slovin formula. The research result concluded there was significant effect of independent variable (personal selling, and direct marketing) on dependent variable (buying decision). Moreover, from multiple linier regression analysis, it concluded every variables had different significant level, i.e. advertising 0.009, personal selling 0.002, and direct marketing 0.002. in brief personal selling, and direct marketing had affected on buying decision.

Keywords : advertising, personal selling, direct marketing.