Pengaruh Promosi Penjualan Dan Personal Selling Terhadap Proses Pengambilan Keputusan Pembelian Konsumen Kopi Semendo (Survey Konsumen Di Pasar Kuto Palembang)

This study aims to analyze the effect of sales promotion and personal selling to on
consumer purchase decision making coffee Semendo in Kuto Market Palembang.
The sampling technique used purposive sampling method. Criteria respondents
were respondents who had consumed coffee Semendo and a minimum age of 17
years old. Samples taken are consumers who live in Kuto Market Palembang as
many as 96 people. While the data in this study were obtained by using a
questionnaire that spread to the respondents in Kuto Market Palembang. The
analysis technique used to manage data is descriptive test, validity, reliability,
classic assumption test, hypothesis testing and regression analysis were processed
using SPSS software version 17.0. The results of this study snow that the Sales
Promotion and Personal Selling have a positive and significant impact on
consumer purchasing decisions, with significant value 0,000 less than 0.05.
Furthermore, also the value obtained adjusted R Square of 0703 amounted to
70.3% variable means sales promotion and personal selling has an influence on
purchasing decisions Semendo coffee. While the rest of 29.7% is a variable
Semendo coffee purchasing decisions are influenced by other variables outside of
this study.