PENGARUH KETERSEDIAAN BARANG, PERSONAL SELLING DAN DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SAFARI COLLECTION

KHAIRUNNISA SIREGAR, NPM 2101300321 (2025) PENGARUH KETERSEDIAAN BARANG, PERSONAL SELLING DAN DISPLAY PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA SAFARI COLLECTION. Tugas_Akhir (Artikel) YUME : Journal of Management, 8 (1). pp. 1457-1468. ISSN 2614-851X (e-ISSN)

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Abstract

Penelitian ini dilakukan untuk mengetahui sejauh mana pengaruh ketersediaan barang, personal selling, dan display produk terhadap keputusan pembelian konsumen pada Safari Collection. Dalam situasi persaingan ritel yang semakin ketat, pemahaman terhadap faktor-faktor penentu keputusan konsumen menjadi krusial dalam mendukung strategi bisnis perusahaan. Metode penelitian yang digunakan bersifat kuantitatif dengan pendekatan deskriptif dan verifikatif. Data dikumpulkan melalui kuesioner yang disebarkan kepada konsumen dan dianalisis dengan teknik regresi linier berganda. Hasil analisis menunjukkan bahwa secara parsial, ketersediaan barang memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Ini menunjukkan bahwa ketika produk tersedia dengan cukup, kemungkinan konsumen untuk membeli akan meningkat. Personal selling juga memiliki pengaruh positif dan signifikan terhadap keputusan pembelian, menandakan bahwa komunikasi langsung antara tenaga penjual dan konsumen mampu mempengaruhi keputusan akhir pembelian melalui pendekatan yang persuasif dan interaktif. Demikian pula, display produk terbukti berpengaruh positif dan signifikan terhadap keputusan pembelian pada Safari Collection, artinya display produk berperan dalam menarik perhatian konsumen dan memicu minat beli, sehingga berdampak positif terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut ketersediaan barang, personal selling, dan display produk berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen di Safari Collection. Temuan ini menekankan pentingnya penerapan strategi pemasaran ritel yang terintegrasi dan berfokus pada pengalaman konsumen untuk meningkatkan daya saing perusahaan. Kata Kunci: Ketersediaan Barang, Personal Selling, Display Produk, Keputusan Pembelian ================================================================================================== This study was conducted to determine the extent to which the availability of goods, personal selling, and product displays influence consumer purchasing decisions at Safari Collection. In an increasingly competitive retail situation, understanding the determinants of consumer decisions is crucial in supporting the company's business strategy. The research method used is quantitative with a descriptive and verification approach. Data were collected through questionnaires distributed to consumers and analyzed using multiple linear regression techniques. The results of the analysis show that partially, the availability of goods has a positive and significant influence on purchasing decisions. This shows that when products are sufficiently available, the likelihood of consumers to buy will increase. Personal selling also has a positive and significant influence on purchasing decisions, indicating that direct communication between salespeople and consumers can influence the final purchasing decision through a persuasive and interactive approach. Likewise, product displays have been shown to have a positive and significant influence on purchasing decisions at Safari Collection, meaning that product displays play a role in attracting consumers' attention and triggering buying interest, thus having a positive impact on purchasing decisions. Simultaneously, the three variables, the availability of goods, personal selling, and product displays have a positive and significant influence on consumer purchasing decisions at Safari Collection. These findings emphasize the importance of implementing an integrated retail marketing strategy that focuses on consumer experience to improve the company's competitiveness. Keywords : Availability of Goods, Personal Selling, Product Display, Purchasing Decisions

Item Type:	Article
Uncontrolled Keywords:	Ketersediaan Barang, Personal Selling, Display Produk, Keputusan Pembelian=====================Availability of Goods, Personal Selling, Product Display, Purchasing Decisions
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Unnamed user with email repository@ulb.ac.id
Date Deposited:	10 Jul 2025 06:53
Last Modified:	10 Jul 2025 06:53
URI:	http://repository.ulb.ac.id/id/eprint/1559

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