Improving Product Knowledge Through Personal Selling Activities
Fathan Jefriansyah, Rahma Wahdiniwaty, Karim Suryadi, Deby Sri Aprilliani
Available Online November 2018.
- https://doi.org/10.2991/icobest-18.2018.50How to use a DOI?
- Personal Selling, Automotive Industries, and SMART PLS
- 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.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
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 - https://doi.org/10.2991/icobest-18.2018.50 ID - Jefriansyah2018/11 ER -