PENGARUH PERSONAL SELLING DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN FROZEN FOOD PADA CV EVA JAYA

Abstract

This research was motivated by fluctuations in sales at CV Eva Jaya in the last six months. This research aims to examine the influence of Personal Selling and Sales Promotion on purchasing decisions for frozen food products at CV Eva Jaya. This research uses a quantitative approach through distributing questionnaires. The population used in this research is consumers in the Samarinda area who are consumers of CV Eva Jaya. The sample used in this research was 180 respondents with the sampling method using a purposive sampling technique, namely a sampling technique taking into account certain criteria. Data collection techniques use field research and library research. Then the data collection method is through questionnaires and data analysis using SPSS 25.

The research results show that: 1) Personal Selling has a significant effect on purchasing decisions because sales meetings with consumers will have an impact on effective sales. 2) Sales Promotion has a significant effect on purchasing decisions because customers get good information from social media such as (Intagram and Facebook). 3) Personal Selling and Sales Promotion have a significant influence on purchasing decisions because most customers decide before making a purchase to get an overview of information about product variants, purchasing times that suit their needs, choosing a distribution location, customer experience in determining purchases, methods for customer payments to sales and The reputation of the brand offered means that Personal Selling is needed to carry out direct communication between sellers and potential customers to introduce a product to potential customers and form an understanding of a product so that they will then try and buy it.