THE EFFECT OF PERSONAL SELLING, ADVERTISING, AND PRODUCT DIFFERENTIATION ON CONSUMER PURCHASE DECISIONS CASE STUDY ON MS18 MIE AYAM MANTAP

Abstract

This study aims to determine the effect of personal selling, advertising, and product differentiation on consumer purchasing decisions, a case study on MS18 Mie Ayam Mantap. In this study, the population used was the nonprobability sampling technique. The sample used the Hair formula, (2019) which suggests that the number of samples taken depends on the number of indicators multiplied by 5 to 10. Based on the calculations above, 160 respondent samples were obtained that could represent consumers who made purchases at the MS18 Mie Ayam Mantap restaurant. The data collection method in this study used observation, questionnaires, and interviews. The data analysis techniques used were validity testing, reliability testing, multiple linear regression analysis, determinant coefficient testing, t-test and f-test. The results of the study based on the t-test showed that personal selling had a t count of -4.732 <-1.975, so H₀ was accepted and Ha was rejected, Advertising had a t count of 9.709> 1.975, so H₀ was rejected and Ha was accepted. Product Differentiation has a t count of 2.577 > 1.975, so H₀ is rejected and Ha is accepted. The results of the F test show the significance value of Personal Selling, Advertising, and Product Differentiation from the F test with an F-count value of 44.529 and a significance value of 0.000. Indicates a positive and significant influence partially and simultaneously on purchasing decisions. From the results of multiple linear regression, the largest beta coefficient value is in the advertising variable (x2) which is 0.694. This shows that advertising is the most dominant variable influencing purchasing decisions.