ANALISIS PENGARUH PENJUALAN PERSONAL YAKULT LADY DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN YAKULT DI KOTA PALEMBANG

Novia, Jessica (2016) ANALISIS PENGARUH PENJUALAN PERSONAL YAKULT LADY DAN PENGETAHUAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN YAKULT DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

ABSTRACT The goals of this study is to examine the effect of Yakult Lady's personal selling and product knowledge to buying decisions of Yakult in Palembang City. The population in this study is Yakult consumers who buy through the Yakult Lady in the Palembang City. Samples determined by using purposive sampling method. The samples obtained were as much 100 respondents. The sample in this study is Yakult consumer who located in the area around Yakult Center Tanah Merah III, Yakult Center Sekip, Yakult Center PHDM and Yakult Center Jakabaring. The data analysis technique is using path analysis with the help of SPSS ver. 20. The results found that each variables of personal selling and product knowledge is partially positive and significant affect to buying decisions, personal selling also has positive and significant effect to product knowledge and personal selling indirectly positive and significant affect to buying decisions through product knowledge. Keywords: personal selling, product knowledge, buying decisions

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Keywords: personal selling ; product knowledge ; buying decisions
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HA Statistics
Divisions: Theses - S1 > Management Study Program
Depositing User: Student Staf Yulia Rasita
Date Deposited: 28 Apr 2022 12:51
Last Modified: 28 Apr 2022 12:51
URI: http://eprints.ukmc.ac.id/id/eprint/7682

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