The effect of advertising, personal selling and sales promotion on purchase decision: A case of Padang cements brand in Medan, North Sumatra, Indonesia Authors: Syaffan Chair Sukri, Khaira Amalia Fachruddin, Yeni Absah & Yossie Rossanty

The effect of advertising, personal selling and sales promotion on purchase decision: A case of Padang cements brand in Medan, North Sumatra, Indonesia

Author: 

Syaffan Chair Sukri, Khaira Amalia Fachruddin, Yeni Absah & Yossie Rossanty

Abstract

Marketing is a series of activities and processes of creating, communicating, delivering, and exchanging valuable offerings for customers, clients, partners, and the public against the products offered.  PT Semen Padang is a cement-based enterprise which has been established since 1910 and is also the oldest cement industry company in Indonesia. The company is supported by the level of product sales. One can be seen from the sales volume of the company. Company sales volume is largely dependent on customer purchasing decisions. Purchase decision is the action of a consumer to buy or not to purchase a product. Various factors can influence consumers in purchasing a product of goods or services, one of which is how a company is able to do its marketing activities. The formulation of the problem in this research is whether advertising, personal selling, and sales promotion affect purchasing decision of Semen Padang product in Medan city. This study aims to determine the influence of advertising, personal selling and sales promotion to the purchase decision of Semen Padang products in the city of Medan. This research is a type of hypothesis testing research with research population are consumers who have used Semen Padang products in Medan city. Sample selection is made by simple random sampling which is a technique to get a sample that is directly done on the sampling unit, which in this research selected 81 respondents. The data used are primary data and secondary data, qualitative and quantitative. This study analyzes the effect of advertising, personal selling and sales promotion on purchase decisions. The research method used is multiple regressions model. The empirical results of this study indicate that partially advertising has an insignificant effect on purchase decisions while personal selling and sales promotion have a significant effect on purchase decisions. However, simultaneously advertising, personal selling, and sales promotion have a significant effect on the purchase decision. Among the three independent variables, personal selling has the highest influence on the purchase decision of Semen Padang products in Medan.

Keywords:

Advertising, Personal Selling, Sales Promotion,  Purchase Decision, Promotion Mix.

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Cite This Article:

Sukri, S. C., Fachruddin, K. A., Absah, Y. & Rossanty, Y.(2019) The effect of advertising, personal selling and sales promotion on purchase decision: A case of Padang cements brand in Medan, North Sumatra, Indonesia. International Journal of Science and Business, 3(2), 54-63. doi: https://doi.org/10.5281/zenodo.2567411

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About Author

Syaffan Chair Sukri (Corresponding Author), Postgraduate Program, Magister Management, Universitas Sumatera, Utara, Indonesia.

Khaira Amalia Fachruddin, Faculty of Economics & Business, Universitas Sumatera Utara , Medan, Indonesia

Yeni Absah, Faculty of Economics & Business, Universitas Sumatera Utara , Medan, Indonesia

Yossie Rossanty, Visiting Lecturer, Postgraduate Program, Magister Management, Universitas Sumatera Utara, Medan, Indonesia

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DOI: https://doi.org/10.5281/zenodo.2567411