Improving Product Knowledge Through Personal Selling Activities

DOI

10.2991/icobest-18.2018.50How to use a DOI?

Keywords

Personal Selling, Automotive Industries, and SMART PLS

Abstract

This study aims to determine the effect of Personal Selling activities on product knowledge and their impact on the decision to purchase Honda BR-V. Referring to the sale of wholesales to the dealer released by the Association of Indonesian Automotive Industries (GAIKINDO) it was noted that BR-V has decreased sales. From the problems that occurred Honda tries to capitalize on their intangible capital to improve sales number of Honda BR-V. This study uses data analysis using descriptive and verification methods. The primary data used in this study were obtained from the questionnaire. Data were collected through a questionnaire processed and tested on a path model. This study refers to Slovin approach with accuracy of 5% where 250 customers are taken as sampling from 668 population customers. Based on the data processing that has been done with the Partial Least Square method using SMART PLS. The results of this study found that Product Knowledge Activities have a positive influence on Customer Purchasing Decisions through Personal Selling activities.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Fathan Jefriansyah
AU  - Rahma Wahdiniwaty
AU  - Karim Suryadi
AU  - Deby Sri Aprilliani
PY  - 2018/11
DA  - 2018/11
TI  - Improving Product Knowledge Through Personal Selling Activities
BT  - Proceedings of the International Conference on Business, Economic, Social Science and Humanities (ICOBEST 2018)
PB  - Atlantis Press
SP  - 229
EP  - 232
SN  - 2352-5398
UR  - https://doi.org/10.2991/icobest-18.2018.50
DO  - 10.2991/icobest-18.2018.50
ID  - Jefriansyah2018/11
ER  -