Research Paper
Year: 2020 | Month: September | Volume: 7 | Issue: 9 | Pages: 182-186
The Effect of Price, Sales Promotion and Personal Selling on Purchasing Decisions at the Spare Parts Distributor Company, PT Wstandard Indonesia
Rosinta Romauli Situmeang1, Yosserlyn2, Vio Adelia3, Shella4
1234Universitas Prima Indonesia, Indonesia
Corresponding Author: Yosserlyn
ABSTRACT
This study aims to examine and analyze the effect of price, sales promotion and personal selling on purchasing decisions at the Spare Parts Distributor Company, PT Wstandard Indonesia. This research uses descriptive quantitative and explanatory research methods. The number of population in this study is 158 customers and the number of samples calculated using the slovin formula is 113 customers. The data analysis technique used multiple linear regression. Based on the results of data analysis, it is obtained that the partial price has a significant and negative effect on purchasing decisions while sales promotion and personal selling have a significant and positive effect on purchasing decisions. Simultaneously price, sales promotion and personal selling on purchasing decisions at the Spare Parts Distributor Company, PT Wstandard Indonesia. The magnitude of the effect of the variation in purchasing decisions which can be seen from the coefficient of determination is 40.7%, the rest is influenced by other variables of 59.3%.
Keywords: Price, Sales Promotion, Personal Selling, Purchasing Decisions
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