PENGARUH PERSONAL SELLING DAN PERSEPSI KONSUMEN TERHADAP MINAT BELI KONSUMEN PADA TOKO SERBA 35 PEMATANG SIANTAR
Abstract
In every business activity, basically aims to obtain optimal profits to maintain the company's existence in the competition. This study aims to examine how personal selling and consumer perceptions influence consumer buying interest at the 35 Pematangsiantar Department Store. Questionnaires, interviews and documentation were used to collect data. Validity and reliability tests applied to research instruments. Normality, qualitative descriptive analysis, and quantitative descriptive analysis are all types of data analysis approaches. Validity and reliability tests were applied to research instruments. Normality, qualitative descriptive analysis, and quantitative descriptive analysis are all types of data analysis approaches. The findings of this study support the idea that personal sales and consumer perceptions of purchase intention have a positive and significant relationship. According to the analysis of the correlation coefficient, personal selling and consumer perceptions of purchase intention are weak and positive. Personal selling and consumer perceptions can be used to explain high and low consumer buying interest. The results of the hypothesis test show that H0 is rejected, indicating that personal sales and consumer perceptions have a positive and significant influence on purchase intention either simultaneously or partially.
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