The Effect of Personal Selling, Product Quality, and Pricing on Customer Purchase Decisions of PT. Sukses Otomotif Sejahtera Medan

Abstract

1. Sukses Otomotif Sejahtera is a company engaged in sales as a distributor of engine products and car spare parts located at Jalan Komp. Karya Prima Medan. This study aims to evaluate the effect of personal selling, product quality, and pricing on the purchasing decisions of PT. Sukses Otomotif Sejahtera Medan customers. The research population that will be used in the study is: all customers who make purchases at the company as many as 149 customers. In connection with the number of customers totaling 149 people will be used as the population, the determination of the research sample using the Slovin technique obtained as many as 109 research samples. Sampling was carried out through accidental sampling, where customers who were met accidentally were used as research samples. The results of the study indicate that Personal Selling has a positive and significant effect on Consumer Purchasing Decisions of PT. Sukses Otomotif Sejahtera. Product Quality has a positive and significant effect on Consumer Purchasing Decisions of PT. Sukses Otomotif Sejahtera. Pricing has a negative and significant effect on Consumer Purchasing Decisions of PT. Sukses Otomotif Sejahtera. Simultaneously Personal Selling, Product Quality, and Pricing have a significant effect on Consumer Purchasing Decisions of PT. Prosperous Automotive Success.