PENGARUH PERSONAL SELLING PRODUK INDIHOME TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PT. TELEKOMUNIKASI INDONESIA RAJAWALI WITEL BANDUNG BARAT

Abstract

Personal Selling is direct (face-to-face) communication between the seller and
prospective customers in shaping the customer's understanding of the product so they
will then try and buy it. Personal selling activities are really needed as a promotional
tool chosen by PT. Telekomunikasi Indonesia Rajawali Witel West Bandung to
promote its flagship product, IndiHome.
Data analysis methods or research methods used by researchers using the Validity
Test of Research Instruments, Test the Reality of Research Instruments, and Test for
Normality. The data analysis technique used is Descriptive Analysis and Regression
Analysis. The population of this study was 16,715 customers with a sample of 99.
Data collection techniques were carried out by means of library studies and
distributing questionnaires.
The conclusion of this study is that the effect of Personal Selling is very low at
23%. The remaining 67% are influenced by things outside the Personal Selling with
personal presentation dimension notes with the level of the seller's presentation being
able to convince consumers about the products being offered that have more
influence or influence on purchasing decisions.
Suggestions from researchers, by looking at the influence of the dimensions of the
personal presentation with the level of measurement of the seller's presentation can
convince consumers about the product offered it has more influence on purchasing
decisions, then when doing personal selling the seller must further improve the way
of presentation in front of prospective customers. How to increase the presentation
can be by holding training for sellers before doing personal selling.