THE INFLUENCE OF PERSONAL SELLING ON DECISIONS PURCHASE OF PT. FATARINDO CEMERLANG NESTLE CIMAHI BRANCH

Abstract

This study aims to assess the impact of personal selling on purchasing decisions, identify challenges in personal selling, and evaluate the company's efforts to overcome these challenges at PT. Fatarindo Cemerlang, Nestle Cimahi Branch. The research adopts a quantitative approach, utilizing questionnaires, observations, and literature reviews for data collection. The sample consists of 72 respondents from the total study population. Data analysis was conducted using Pearson’s Product-Moment Correlation, with data processed in SPSS 25. The findings reveal that personal selling significantly influences purchasing decisions, accounting for 68.1% of the variance, indicating a strong relationship. The coefficient of determination (R²) is 46.4%, suggesting that 46.4% of purchasing decisions are explained by personal selling, while the remaining 53.6% is influenced by other factors not examined in this study. To enhance purchasing decisions through personal selling, the company should focus on improving human resources, providing motivation and recognition for employees, selecting optimal promotion times, and ensuring a deep understanding of the company's products.