THE EFFECT OF PERSONAL SELLING AND MARKETING INFLUENCER ON THE
PURCHASE DECISION OF MS GLOW FOR MEN PRODUCTS
(Study On Uniba Surakarta Students)
Dublin Core
Title
THE EFFECT OF PERSONAL SELLING AND MARKETING INFLUENCER ON THE
PURCHASE DECISION OF MS GLOW FOR MEN PRODUCTS
(Study On Uniba Surakarta Students)
PURCHASE DECISION OF MS GLOW FOR MEN PRODUCTS
(Study On Uniba Surakarta Students)
Subject
Personal Selling, Marketing Influencer, Purchase Decision.
Description
Purchasing decisions not only generate income for the company, but the more
consumers who buy, the more the product is known to the general public. Companies
can use Personal Selling and Influencer Marketing tactics to improve product sales
so that consumers can acquire the things they manufacture. The purpose of this study
is to examine the effect of personal selling and marketing influencers on purchase
decisions. This study used a quantitative approach, using data derived from
questionnaires delivered to students at the Islamic University of Batik (UNIBA)
Surakarta utilizing the MS Glow For Men product. The Slovin formula was used to
determine the sample size of 100 persons in this investigation. Purposive sampling is
utilized, which means that the sample technique is determined by particular factors.
The validity test, reliability test, multiple linear regression, and statistical test t test
were employed in this study. The SPSS for Windows version 24 program was used
for hypothesis testing. The results of data analysis show that (1) Personal Selling has
a positive and significant influence on the Purchase Decision of MS Glow For Men
products at the students of the Islamic University of Batik (UNIBA) Surakarta and
(2) Marketing Influencers have a positive and significant influence on the Purchase
Decision of MS Glow For Men products at the students of the Islamic University of
Batik (UNIBA) Surakarta. The results of this study are expected to be used to
improve marketing strategies by using personal selling and marketing influencers.
consumers who buy, the more the product is known to the general public. Companies
can use Personal Selling and Influencer Marketing tactics to improve product sales
so that consumers can acquire the things they manufacture. The purpose of this study
is to examine the effect of personal selling and marketing influencers on purchase
decisions. This study used a quantitative approach, using data derived from
questionnaires delivered to students at the Islamic University of Batik (UNIBA)
Surakarta utilizing the MS Glow For Men product. The Slovin formula was used to
determine the sample size of 100 persons in this investigation. Purposive sampling is
utilized, which means that the sample technique is determined by particular factors.
The validity test, reliability test, multiple linear regression, and statistical test t test
were employed in this study. The SPSS for Windows version 24 program was used
for hypothesis testing. The results of data analysis show that (1) Personal Selling has
a positive and significant influence on the Purchase Decision of MS Glow For Men
products at the students of the Islamic University of Batik (UNIBA) Surakarta and
(2) Marketing Influencers have a positive and significant influence on the Purchase
Decision of MS Glow For Men products at the students of the Islamic University of
Batik (UNIBA) Surakarta. The results of this study are expected to be used to
improve marketing strategies by using personal selling and marketing influencers.
Creator
Ilham S Dharmawan, Sudarwati, Fithri S Marwati
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2022
Contributor
PERI IRAWAN
Format
PDF
Language
ENGLISH
Type
TEXT
Files
Collection
Citation
Ilham S Dharmawan, Sudarwati, Fithri S Marwati, “THE EFFECT OF PERSONAL SELLING AND MARKETING INFLUENCER ON THE
PURCHASE DECISION OF MS GLOW FOR MEN PRODUCTS
(Study On Uniba Surakarta Students),” Repository Horizon University Indonesia, accessed April 4, 2025, https://repository.horizon.ac.id/items/show/8012.
PURCHASE DECISION OF MS GLOW FOR MEN PRODUCTS
(Study On Uniba Surakarta Students),” Repository Horizon University Indonesia, accessed April 4, 2025, https://repository.horizon.ac.id/items/show/8012.