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

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