PENGARUH PERSONAL SELLING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN XIAOMI SMARTPHONE DI ERAFONE STORE BATAM TAHUN 2020

Abstract

This research was conducted in order to identify and analyze the influence of personal selling and product quality on purchasing decisions for Xiaomi Smartphones at Erafone Store Batam in 2020. With a population in this research was 80 consumers. For sampling a predetermined was 80 consumers of Erafone Store Batam during 2020. Data collection techniques were through interviews and questionnaires. The results of this research indicate that personal selling has no significant effect on purchasing decisions with a significance 0.436> 0.05. And Product quality has a significance effect on purchasing decisions with a significance of 0.010 <0.05. And the simultaneous F test shows that there is a positive influence between the independent variables together on purchasing decisions with a significance value of 0.023 <0.05. The coefficient of determination is 9.3% showing the contribution of independent variables are still relatively small to purchasing decisions and the remaining 90.7% is influenced by other variables.