Jhona Boy Erwinta Sembiring, Sri Rezeki

Analisis Pengaruh Penjualan Personal dan Kualitas Pelayanan terhadap Keputusan Pembelian Produk pada UD Kembar Fashion di Kecamatan Tigapanah, Kabupaten Karo

Introduction

Analisis pengaruh penjualan personal dan kualitas pelayanan terhadap keputusan pembelian produk pada ud kembar fashion di kecamatan tigapanah, kabupaten karo. Analisis pengaruh penjualan personal & kualitas pelayanan terhadap keputusan pembelian produk di UD Kembar Fashion. Temukan bagaimana kedua faktor ini signifikan tingkatkan keputusan pembelian & atasi penurunan penjualan.

Abstract

The decline in sales experienced by UD Kembar Fashion in Tigapanah District over the past five years is the main focus of this study. This condition is thought to be closely related to the company's suboptimal implementation of personal selling strategies and the low quality of service provided to potential customers. Personal selling as a marketing strategy plays a crucial role in building direct communication with customers, so weaknesses in its implementation can lead to decreased purchasing interest. Likewise, suboptimal service quality can reduce customer satisfaction and trust in the company, thus affecting purchasing decisions. The purpose of this study is to determine and analyze the extent to which personal selling and service quality, both partially and simultaneously, influence product purchasing decisions at UD Kembar Fashion. This study uses an associative quantitative method with an explanatory approach. The study population is potential customers shopping at UD Kembar Fashion, and 104 respondents were selected using an accidental sampling technique. Data were collected through questionnaires, then analyzed using multiple linear regression tests with the help of the SPSS version 25 program. The results show that partially, personal selling has a positive and significant effect on consumer purchasing decisions. The same holds true for the service quality variable, which proved to have a positive and significant influence. Simultaneously, both variables significantly influenced purchasing decisions. This finding indicates that enhancing a more intensive personal selling strategy and improving service quality could be a strategic solution to encourage increased consumer purchasing decisions at UD Kembar Fashion, thereby reversing the declining sales trend.

Review

This manuscript addresses a highly relevant practical issue concerning the prolonged sales decline experienced by UD Kembar Fashion, making it a timely and purposeful study. The authors aptly identify personal selling and service quality as crucial determinants potentially influencing consumer purchasing decisions, aligning with established marketing and consumer behavior theories. The clearly articulated objective—to ascertain the partial and simultaneous effects of these two variables on purchasing decisions—is well-defined and directly tackles a real-world business problem. This research offers valuable insights into localized market dynamics and consumer responses to marketing efforts and service provisions, contributing meaningfully to applied marketing strategy. Methodologically, the study adopts an appropriate associative quantitative approach with an explanatory design, which is well-suited for investigating cause-and-effect relationships. The collection of data from 104 potential customers through questionnaires, followed by analysis using multiple linear regression via SPSS, represents a standard and robust analytical framework for this type of inquiry. While the use of accidental sampling might introduce some limitations regarding the broader generalizability of the findings, for a focused study aimed at providing specific strategic recommendations for a single local enterprise, it is likely sufficient to reveal significant patterns and inform targeted interventions effectively. The overall design appears sound for addressing the research questions posed. The findings are compelling and provide clear direction, indicating that both personal selling and service quality exert a positive and significant influence on consumer purchasing decisions, both independently and concurrently. This strong evidence directly supports the study's initial premises and offers decisive, actionable intelligence for UD Kembar Fashion. The conclusion that an intensified personal selling strategy and an elevated standard of service quality are strategic imperatives to reverse the declining sales trend is a powerful and well-supported recommendation. This study not only diagnostically identifies critical areas for improvement but also furnishes a data-driven blueprint for enhancing business performance, underscoring its practical utility and scholarly contribution.

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