PENGARUH PERSONAL SELLING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROTI SAY BREAD (STUDI KASUS KELURAHAN BALAI AGUNG) PENGARUH PERSONAL SELLING DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROTI SAY BREAD (STUDI KASUS KELURAHAN BALAI AGUNG)

Abstract

This study aims to determine the influence of personal selling and product quality on purchasing decisions of Say Bread products in Balai Agung Village. This research uses a quantitative method and was conducted in Balai Agung Village, Sekayu District. Data sources include both primary and secondary data, collected through questionnaires, interviews, observations, and literature studies. The population in this study consists of all customers who have purchased Say Bread products in Balai Agung. A sample of 96 respondents was selected using Sugiyono's theory and the Probability Sampling technique, which provides equal opportunities for each population element to be selected as a sample. Data processing was conducted using SPSS version 24. The results show that personal selling (X1) and product quality (X2) influence purchasing decisions (Y). This is evidenced by a correlation value of 0.408 with a significance level of 1.000, indicating a moderate relationship. The coefficient of determination (R²) is 0.266, meaning that personal selling and product quality explain 26.6% of the purchasing decision, while the remaining 73.4% is influenced by other variables not examined in this study.

Keywords: Personal selling, Product quality, Purchasing decision