Pengaruh Direct Selling terhadap minat beli pada produk PT Surya Sentosa Primatama-Daihatsu Jambi
Keywords:
Direct selling, party plans, buying interestAbstract
This study aims to determine how the influence of direct selling on buying interest in PT Surya Sentosa Primatama Daihatsu Jambi products. This research is a descriptive study using quantitative methods. The object of this research is consumers who buy Daihatsu products in Jambi City Sipin. The sampling technique is non probability sampling. The number of samples used in this study amounted to 91 respondents from the population. The analysis technique used in this study is multiple linear regression analysis using SPSS software version 22.0. The results showed that simultaneously Repetitive Person to person selling variables ( ) Nonrepetitive person to person selling ( ), and Party Plans ( ) significantly influence Buy Interest (Y). Partially Repetitive Person variables to person selling ( ), Nonrepetitive person to person selling ( and Party Plans ( ) significantly influence Purchase Interest (Y).
Downloads
References
Belch, G. E., & Belch, M. A. (2004). Advertising and promotion: An integrated marketing communications perspective 6th. New York: McGraw-Hil l.
Buell, V. P. (1954, May-June). Door-to-door selling. Harvard Business Review, pp. 113-123.
Burger, R, Qual, B, dan Swart N. Advertising & Promotion NQF Level 4.Student's Book. Hal 1-29
Basu Swastha,(2002).Azas-Azas Marketing.Yogyakarta: Liberty Yogyakarta,
hal. 263
Dinawan, M. R. (2010). Analisis Faktor–Faktor Yang Mempengaruhi Keputusan Pembelian (Studi kasus pada konsumen Yamaha Mio PT Harpindo Jaya Semarang) (Doctoral dissertation, UNIVERSITAS DIPONEGORO).
Harris, L. (1977). Highlights of a Comprehensive Survey of the Direct Selling Industry. Washington, DC: Direct Selling Association.
Direct Selling Education Foundation. (1982a). Consumer experiences and attitudes with respect to direct selling. Washington, DC: The Nowland Organization, Inc.
Dwityanti, E. (2008). Analisis faktor-faktor yang mempengaruhi minat beli konsumen terhadap layanan internet banking mandiri studi kasus pada karyawan departemen pekerjaan umum jakarta (Doctoral dissertation, program Pascasarjana Universitas Diponegoro).
Firona, W., & Iskandar, D. A. (2018). Pengaruh Direct Selling Dan Media Sosial Melalui Facebook Terhadap Minat Beli Konsumen Pada Rokok Sin Herbal. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 3, 213-222.
Ferrell, L, Gonzales-Padron, T. L ,& Ferrell, O. C. 2010. An assessment of the use of technology in the direct selling industry.Journal of Personal Selling & Salles Management 30(20), hal 157-165.
Gavasso Juth C, L. 1985. Organizational Deviance In The Direct Selling Industry: A Case Study Of The Amway Corporation.Western Michigan University.Disertation
Hanifah E, F, Sukarelawati, dan Agustini. 2017. Metode Promosi Melalui Direct Selling dalam Meningkatkan Minat Konsumen Menggunakan Jasa Hotel Promotion Method As Direct Selling On Creasing The Interest Of Consumers.Jurnal komunikato, Vol. 3, No. 1, hal. 1-14
Hendrafure, 2014. Lokasi, Keberagaman Produk, Harga dan Kualitas Pelayanan Pengaruhnya Terhadap Minat Beli Pada Pasar Tradisional Bersehat Icalaca.Jurnal MBA. Vol 1. No.03, hal135-143.
Hermawan A, 2012. Komunikasi Pemasaran. Jakarta : Erlangga
Jomono, F, Eka J, dan Yose Y.Komunikasi Pemasaran Summary chapter. hal 11-19
Juth-Gavaso, Carol Lynn, 1985. “Organizational Deviance in the Direct Selling Industry: A Case Study of the Amway Corporationâ€. Dissertation. Hal 2316
Kasmir, 2005. Pemasaran Bank. Jakarta: Kencana, hlm. 181
Kotler dan Keller. 2009. Manajemen Pemasaran. Edisi ketigabelas. Jilid 1. Jakarta : Erlangga.
Kottler, Philip. 2008. Manajemen Pemasaran. Edisi keduabelas. jilid 2. Jakarta : Indeks
Mulyana M, dan Mustika G, 2012. Pengaruh Direct Selling Terhadap Brand Image.Skripsi, Bogor.
Nurfauziah E, 2018. Pengaruh Direct Selling Terhadap Keputusan Pembelian Konsumen Produk Sepeda Motor SUZUKI Pada PT Surya Pratama Dwi Mandiri Bandung. Skripsi, Universitas Pasundan.
Philip Kotler, dan Gary Amstron, 2008. Prinsip-prinsip Pemasaran, terj. Bob Sabran, M.M. Jakarta: Erlangga, hal. 291
Putri Satria P, B, Putri R, Y, dan Adillah M, 2016.Pengaruh Direct Selling terhadap Loyalitas Member Tupperware di Bandung.Journal e- proceding of Management Vol 03,no 2, hal 2645-2654.
Seale, dan Brbara, 2008.Hight Tech or High Touch?. Direct Selling News, 4, 12 (December), hal 6-11
Simamora H. Manajemen Pemasaran Internasional Jilid II,hal. 758
Sinaga A, A, 2008. Tinjauan Yuridis Terhadap Pertanggungjawaban Pelaku Usaha Yang Menjual Produknya Dengan Sistem Penjualan Langsung (Studi kasus pada Perusahaan PT.Harmoni Dinamik Indonesia ). Ghalia Indonesia.Bogor
Sugiono. 2010. Metode Penelitian Pendidikan Pendekatan Kuantitatif, Kualitatif Dan R&D. Bandung : Alfabeta.
Sugiyono. 2012. Metode Penelitian Kuantitatif Kualitatif R & D. Bandung : Alfabeta.
Swastha B, dan Irawan, 1985. Manajemen pemasaran Modern. Yogyakarta: Liberty, hal.352
Tjiptono F, 2008. Strategi Pemasaran, Edisi Tiga. Yogyakarta : ANDI, hal.235-239
Yasin H, dan RIZKY M, F. 2014. Pengaruh Promosi dan Harga terhadap Minat Beli Perumahan OBAMA PT. Maila Adi Kurnia Sei Mencirim Medan.Jurnal Manajemen dan Bisnis Vol 16 No.02
Zuliantin, 2016. Pengaruh Personal Selling, Direct Selling, dan Hubungan Masyarakat terhadap Kepuasan Nasabah Studi Kasus pada BMT UGT Sidogiri KCP kanigoro Blitar.Jurnal AN- NISBAH Vol 3 No.1, hal. 88-104
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Vina Ersa, Mulyadi Raf, Sylvia Kartika
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
