The Effect of Personal Selling, Social Media Advertising and Sales Promotion on Purchasing Decision : Case at Orbit Telkomsel Sumbagteng Region

Anta Pratama Ginting; Indrawati Indrawati

doi:10.61132/digitalinnovation.v1i4.95

Authors

Anta Pratama Ginting Telkom University
Indrawati Indrawati Telkom University

DOI:

https://doi.org/10.61132/digitalinnovation.v1i4.95

Keywords:

Personal Selling, Social Media Marketing, Sales Promotion, Purchasing Decision

Abstract

Telkomsel Orbit is a product that provides an internet network that can be used anytime and anywhere, thereby attracting consumer interest. The company continues to market and develop this product so that it can continue to compete with other similar products, including by implementing several marketing methods which will be studied in this research. This study seeks to examine the impact of the independent variables, namely (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion on the dependent variable (Y1) Purchasing Decisions. This study uses quantitative data collected based on filling out questionnaires carried out by 330 respondents who are users of Telkomsel Orbit products in the Central Sumatra Region. Sampling was carried out by purposive sampling. Data analysis was conducted using Structural Equation Modeling (SEM) techniques via the SmartPLS application. Statistical results show that the independent variables, such specifically as (X1) Personal Selling, (X2) Social Media Marketing and (X3) Sales Promotion have a positive and substantial effect on the dependent variable (Y1) Purchase Decision resulting in an R-Square featuring the value of 0.267 or 26.7%. The Telkomsel Orbit marketing team is expected to continue to improve and evaluate the application of personal selling, social media marketing and sales promotions to influence consumer decisions in choosing Telkomsel Orbit products. The application of personal selling is considered the most effective in this research, so it is hoped that optimization of human resources and abilities in forming relationships with consumers will continue to be carried out. Likewise, sales promotions must be carried out more massively to be able to continue to compete with other competitors, because the best and most attractive price offers or sales promotion methods will be superior in influencing purchasing decisions. Meanwhile, social media marketing continues to be optimized, especially facing the digital world, where information is disseminated via the internet or social media, so content is needed with information content that can attract consumer interest in products.

Downloads

Download data is not yet available.

References

Afifi, G. R. (2020). Influence Sales Promotion On Purchasing Decision Produk Narapidana Lembaga Kemasyarakatan Kelas 1 Cirebon (Pas Mart). Jurnal Pendidikan Ekonomi UM Metro, 8(1). Hal 9-17

Hernawati & Widyawati (2019). Influence Penjualan Perorangan, Pemasaran Langsung On Purchasing Decision Produk Granit pada PT. Garuda Graha Indah. Jurnal Ilmu dan Riset Manajemen, 8(006).

Hallikainen, H., Luongo, M., Dhir, A., & Laukkanen, T. (2022). Consequences of personalized product recommendations and price promotions in online grocery shopping. Journal of Retailing and Consumer Services, 69. https://doi.org/10.1016/j.jretconser.2022.103088

Hamdat, et al, (2020). Manajemen Pemasaran & Perilaku Konsumen: Prinsip Dasar, Strategi dan Implementasi (Cetakan Pertama). Yogyakarta: GCAINDO.

Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market. PSU Research Review, 2(1), 7–23. https://doi.org/10.1108/PRR-08-2017-0034

Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2). https://doi.org/10.1016/j.jjimei.2022.100102

Igir, F. G., Tampi, J. R. E., & Taroreh, H. (2018). Influence Kualitas Produk Dan Harga On Purchasing Decision Mobil Daihatsu Grand Max Pick Up (Studi pada PT. Astra International Tbk Daihatsu Cabang Malalayang). JURNAL ADMINISTRASI BISNIS (JAB), 6(002).

Indrawati & Haryoto., S (2015). The Use of Modified Theory of Acceptance and Use of Technology 2 To Predict Prospective Users’ Intention In Adopting TV Streaming. Proceeding of the 5TH International Conference om Computing amd Informatics 11-13 Agustus 2015. Paper No 125

Indrawati, Putri Yones, P. C., & Muthaiyah, S. (2023). eWOM via the TikTok application and its influence on the purchase intention of somethinc products. Asia Pacific Management Review, 28(2), 174–184. https://doi.org/10.1016/j.apmrv.2022.07.007

Hernawati & Widyawati (2019). Pengaruh Penjualan Perorangan, Pemasaran Langsung Terhadap Keputusan Pembelian Produk Granit pada PT. Garuda Graha Indah. Jurnal Ilmu dan Riset Manajemen, 8(006).

Marsudi (2018). Strategi Komunikasi Pemasaran Interaktif Ciewie Batik dalam Customer Engagement. Vol 12 (001), hal 63-73

Rahmayani, r. (2017). Korelasi interactive marketing dan personal selling on loyalitas pelanggan, Jurnal Ilmu Komunikasi, Vol 4 (1), 47–58.

Sari, E.A & Wijaya, L.S (2019). Strategi Promosi Melalui Direct Marketing Untuk Meningkatkan Jumlah Mahasiswa Baru. Jurnal Ilmu Komunikasi, vol 17 (001), hal 16-27

Theodora (2021). Relationship Between Integrated Marketing Communication and Brand Equity. International Journal of Social Science and Business. Vol 5 (2), page 278-283

Yanurianto (2019). Influence Sales Promotion (Sales Promotion) On Purchasing Decision Pada PT Kharisma Bukit Permata Indah. Jurnal Ekonomi Efektif. Vol 1 (2), hal 185-193

Zhou, Y., Loi, A. M. W., Tan, G. W. H., Lo, P. S., & Lim, W. L. (2022). The survey dataset of The Influence of theory of planned behaviour on purchase behaviour on social media. Data in Brief, 42. https://doi.org/10.1016/j.dib.2022.108239