THE INFLUENCE OF COMMUNICATION, PERSONAL SELLING, AND BRAND IMAGE ON PURCHASING DECISIONS ON PT AUTO2000 RANTAUPRAPAT

DIAN PATRIA PURBA, NPM 2001100034 (2024) THE INFLUENCE OF COMMUNICATION, PERSONAL SELLING, AND BRAND IMAGE ON PURCHASING DECISIONS ON PT AUTO2000 RANTAUPRAPAT. Tuas_Akhir (Artikel) MICEB2024, 2 (1). pp. 1-10.

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Abstract

Various kinds of factors that influence a person's consumption to make a purchase decision on a product or service are an important process in marketing or business success. Through these marketing process activities, companies are required to be able to understand all changes that occur in the field related to consumer behavior in order to develop the right strategy in controlling the target or target market. Purpose of this study is to re-evaluate the findings of previous research through communication variables, personal selling, and brand image and their influence on purchasing decisions for Toyota cars at PT Auto2000 Rantauprapat. This research uses descriptive quantitative with a sample of 96 respondents with purposive sampling technique and is assisted by SmartPLS 4 in data processing. Results obtained in this study that the variables of Communication, Personal Selling and Brand Image have a positive and significant effect on Purchasing Decisions. Keywords : Communication, Personal Selling, Brand Image.

Item Type:	Article
Uncontrolled Keywords:	Communication, Personal Selling, Brand Image.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	19 Nov 2024 04:22
Last Modified:	19 Nov 2024 04:22
URI:	http://repository.ulb.ac.id/id/eprint/1217

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