RAIHAN, MUHAMMAD (2023) EFEKTIVITAS KOMUNIKASI PERSUASIF SALES PT USAHA SAUDARA MANDIRI TERHADAP KEPUTUSAN PEMBELIAN PRODUK UNITED HEATER. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to find out how effective persuasive sales communication at PT Usaha Saudara Mandiri is on purchasing decisions for United Heater products using quantitative methods. The research was conducted in Tangerang City with a sample of 102 respondents. The results of the research show that the calculated t value is 6.526 > t table 1.660 so that H0 is rejected and Ha is accepted. The results of the descriptive analysis show that variable X namely the effectiveness of persuasive sales communication has a percentage of 56.38%, and variable Y namely the decision to purchase United Heater products has a percentage of 82.34%. From the results of the determinant test, As much as 42.8% of the sales persuasive communication effectiveness variable (X) is the participation of the product purchasing decision variable (Y), while the remaining 57.2% can be caused by other things. Suggestions for PT Usaha Saudara Mandiri's sales to improve further and focus more on communicating persuasively so that the products offered by sales can captivate and be purchased by consumers.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui seberapa besar efektivitas komunikasi persuasif sales PT Usaha Saudara Mandiri terhadap keputusan pembelian produk United Heater dengan menggunakan metode kuantitatif. Penelitian dilakukan di Kota Tangerang dengan sampel sebanyak 102 responden. Hasil penelitian menunjukkan nilai t hitung 6.526 > t tabel 1.660 sehingga H0 ditolak dan Ha diterima. Hasil analisis deskriptif menunjukkan variabel X yaitu efektivitas komunikasi persuasif sales memiliki persentase sebesar 56.38%, dan variabel Y yaitu keputusan pembelian produk United Heater memiliki persentase sebesar 82.34%. Dari hasil uji determinan, sebanyak 42.8% variabel efektivitas komunikasi persuasif sales (X) merupakan partisipasi dari variabel keputusan pembelian produk (Y), sedangkan sisanya yaitu sebanyak 57.2% dapat disebabkan oleh hal-hal lainnya. Saran untuk sales PT Usaha Saudara Mandiri agar lebih di tingkatkan dan lebih fokus dalam berkomunikasi secara persuasif agar produk yang ditawarkan oleh sales dapat memikat hati dan dibeli oleh konsumen. | |||||||||
| Uncontrolled Keywords: | Persuasive Sales Communication, Buying Decision. Komunikasi Persuasif Sales, Keputusan Pembelian. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mr Muhammad Raihan | |||||||||
| Date Deposited: | 03 Jan 2024 14:48 | |||||||||
| Last Modified: | 03 Jan 2024 14:48 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/31758 |
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