Pengaruh Brand Image dan Personal Selling Terhadap Keputusan Pembelian Mobil pada PT. Arista Auto Lestari Cabang Sisingamangaraja Medan

Abstract

This study aims to determine the effect of brand image and personal selling on car purchasing decisions at PT. Arista Auto Lestari Sisingamangaraja Medan. This type of research is associative namely a research that asks the relationship between two variables. The population in this study were all consumers who had bought a car at PT. Arista Auto Lestari Sisingamangaraja Medan as many as 50 consumers. And by using saturated sample techniques, the number of samples in this study were 50 consumers taken from the entire population. Based on the results of the t test it can be seen that t count on the brand image variable of 5.873 is greater than the t table of 1.675 with a probability of t that is sig 0,000 smaller than the significance limit of 0.005. Based on these values, the brand image variable has a positive and significant effect on the purchase decision variable. In the personal selling variable of 2.755 is greater than t table of 1.675 with a probability of t that is sig 0,000 smaller than the significance limit of 0.005, then the personal selling variable partially has a positive and significant influence on the variable purchase decision. Based on the results of the F test, the F count value is 55.235> 3.20 with sig 0.000 <50.05, indicating that Ho is rejected and Ha is accepted, meaning that the brand image and personal selling simultaneously and positively influence the purchase decision variable. obtained by 0.702. To see the effect of the independent variable on the dependent variable by calculating the determination coefficient (KD) = R2 x 100%, so that KD = 70.2% is obtained. This figure shows that 70.2% of purchasing decisions (dependent variables) can be explained by the style of brand image and personal selling. The remaining 29.8% is influenced by other factors not explained in this study.