PENGARUH PERSONAL SELLING DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MOBIL SUZUKI ERTIGA PADA PT. UNITED INDOBALI CABANG TEUKU UMAR DENPASAR

Abstract

Consumers in the decision to buy a product that offered much influenced by
their perceptions of price, product, promotion, place (marketing mix) .Relationship
between prices and purchasing decisions that affect the prices consumers in making
purchasing decisions, the higher the price the lower the purchasing decision ,
otherwise if the low price turns higher purchasing decisions. Therefore employers
must be keen in setting the price of products to the market that the product is
successful in the market. In addition to Personal selling price serves as a means of
promotion and communication media to inform the existence of a product produced
by the company to konsumen. The company  able to assess and evaluate the extent to
which consumers recognize and know the products through message communication
submitted by the personal selling activities. Moreover, personal selling is a direct
communication between the companies represented salespeople (marketer and agent)
which is expected to quickly detect response to customers and create sales. Base on
the research has been conducted to evaluate the influence of personal selling and the
price of the car purchasing decisions Suzuki Ertiga in PT. United Indobali Branch
Teuku Umar showed personal selling prices and positive influence simultaneously
and partially on purchasing decisions.