TA DIGITAL
Pengaruh Iklan Dan Personal Selling Terhadap Keputusan Pembelian Mobil Toyota Pada PT Nasmoco Majapahit Semarang
The primary purpose of the research is to find out the influence of advertising and personal selling toward the decision of purchasing Toyota Car at PT. Nasmoco Majapahit Semarang. The method in collecting data was interview, literature review and distributing questionnaires to 50 consumers Toyota Car at PT. Nasmoco Majapahit of Semarang.
The result of the multiple linier regression is Y = 3.802+ 0.166X1 + 0.167X2. It means that advertising and personal selling have positive influence toward the decision of purchasing Toyota automotive at PT. Nasmoco Majapahit Semarang, and it is found that personal selling has bigger influence toward the decision of purchasing that advertising does. The determination coefficient indicated R Square = 0.244, it means that Advertising and personal selling influental 24.4% to the decission of purchasing Toyota automotive. Then, the simultan test from the analysis indicates that F count = 7.579 is bigger F table = 3.2. This shows that Ho is refused, which means that there is a simultaneous influence of advertising and personal selling toward the decision of purchasing Toyota automotive at PT. Nasmoco Majapahit Semarang. Finally, the t test from the analysis indicates that t count advertising = 2.405, personal selling = 2.234, are bigger than t table 2.011 by using two side test of 5 %. This shows that Ho is refused. It means there is an influence of advertising and personal selling toward the decision of purchasing Toyota automotive at PT. Nasmoco Majapahit Semarang.
The recommendation of the analysis are improving personal selling, among others, attract more consumers, generate consumer purchase desire and alway s promises or show satisfactory service in the purchase.
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