Pengaruh Personal Selling, Persepsi Harga Dan Brand Positioning Terhadap Keputusan Pembelian Konsumen Produk Inavitamax Di Kota Denpasar
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
, Price Perception, Purchasing DecisionsAbstract
ABSTRACT
Personal Selling is an important element in the promotional mix that involves direct interaction between sellers and potential buyers to influence purchasing decisions. Consumer perception of a price can influence decisions in purchasing a product so that a company must be able to provide a good perception of the products or services they sell. Brand positioning is a business strategy that aims to position a brand in a different way in the minds of consumers. This study aims to determine the effect of personal selling, price perception and brand positioning on consumer purchasing decisions at PT. ApotekKU Denpasar City. This study was conducted at three ApotekKU in Denpasar City, namely ApotekKU Gunung Agung Branch, ApotekKU Gunung Sanghyang and ApotekKU Kita Ubung. The number of samples used was 100 consumers with a sampling method using a purposive sampling method. Data collection was conducted using a survey approach, where the research instruments used were observation, interviews, literature studies, documentation, and questionnaires. The collected data were then analyzed using multiple linear regression analysis techniques. The results of the study indicate that personal sales, price perception, and brand positioning, both simultaneously and partially, have a positive and significant effect on consumer purchasing decisions at PT. ApotekKU, Denpasar City. The recommendations from this study are that the company should improve the quality of personal selling through salesperson communication training, maintain price perception by adjusting product value and benefits, and strengthen Inavitamax's brand positioning through consistent and targeted promotions.
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