The Influences of Sales Agents Personal Selling on The Nissan Serena Car Brand Image
DOI:
https://doi.org/10.32457/brain.v1i2.11Keywords:
Personal Selling, Brand Image.Abstract
This study aims to determine how much influence the Personal Selling Sales Agent has on the Brand Image of Nissan Serena PT. Wahana Megahputra Makassar, Lamojong Branch. This study uses a quantitative method of descriptive analysis research with data collection techniques through observation, questionnaires, and documentation. The sample used in this study was the entire population, namely 73 respondents. The data of this study were obtained from the results of data processing using the SPSS 25 application which consisted of validity and reliability tests, descriptive data analysis techniques and inferential analysis. The results of this study indicate that the Personal Selling Sales Agent variable on the Nissan Serena Car Brand Image PT. Wahana Megahputra Makassar Lamojong Branch has a significant influence. This is evidenced by the results of a simple linear regression test and a correlation coefficient test of 0.919, which means that the relationship between Personal Selling and Brand Image is very high. The coefficient of determination is obtained at 0.813 which means that the influence of Personal Selling Sales Agents on the Brand Image of Nissan Serena PT. Wahana Megahputra Makassar, Lamojong Branch, got a score of 81.3% which was included in the very high category interval.
Downloads
References
Andi Mappatompo, Arfan, F. N. M. (2017). The Great Influence of Personal Selling on Brand Image at Perum Jamkrindo. Faculty of Economics and Business, 1(2), 174–193.
Aziz, A. (2020). Personal Selling as a Marketing Communication Strategy at PT Grahita Indonesia. Champion Familiar, 5(4), 103–118. https://repository.bsi.ac.id/index.php/unduh/item/289873/Grahita-Indonesia.pdf
Dian Prastia. (2018). The Influence of Brand Image And Personal Selling On Car Purchase Decisions At Pt. Arista Auto Lestari, Sisimangaraja Branch, Medan. 1–12.
Dinyanti, S. (2021). Digital Repository Repository University of Jember University. In Digital Repository, University of Jember (September 2019 Issue).
Gerung, C. J., Sepang, J., & Loindong, S. (2017). The Influence of Product Quality, Price and Promotion on Purchase Decisions for Nissan X-Trail At Pt. Wahana Wirawan Manado. EMBA Journal: Journal of Economic Research, Management, Business And Accounting, 5(2), 2221–2229.
Huda, N. (2020). The Influence of Brand Image on Purchase Decision of Yamaha Scooter Matic in Makassar. Asy-Sharikah Journal: Journal of Islamic Financial Institutions, Economics and Business, 2(1), 37–43. https://doi.org/10.47435/asy-syarikah.v2i1.311
Keke, Y., & Trisakti, S. (n.d.). Integrated Marketing Communication on Brand Awareness. 172–186.
Larson, T., & Potter, J. (1995). Integrated Marketing Communication Management: Journal of Nonprofit & Public Sector Marketing, 3(2), 23–36. https://doi.org/10.1300/j054v03n02_03
Loindong, S., Oroh, S., & Rori, B. (2015). Analysis of Branding Strategy, Servicescape and Personal Selling on Purchase Decisions at Yamaha Airmadidi Dealers. Journal of Research in Economics, Management, Business and Accounting, 3(2), 1–11.
Marselina, D., & Siregar, E. H. (2017). The Influence of Celebrity Endorser on Brand Image at Wardah Cosmetics in Bogor. Journal of Management and Organization, 8(1), 15–27. https://doi.org/10.29244/jmo.v8i1.18598
Musa, M. I. (2017). The Influence of Brand Image on Samsung Smartphone Purchase Decisions at Makassar State University Students. Economix Journal, 5(X), 181–192.
Rumondang, A. (2021). Marketing Communication Management. In Angewandte Chemie International Edition, 6(11), 951–952. (Vol. 13, April Issue).
Sugiyono. (2010). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alphabeta
Sugiyono. (2017). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alphabeta
Suparwo, A., Riana, D., & Sari, R. D. (2017). The Implementation of Personal Selling in Its Influence on the Purchase Decision of an Insurance Policy. Journal of Ecodemica, 1(2), 241–248.
Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. (2017). The Influence of Product Quality and Brand Image on Purchase Decisions. Journal of Business And Management, 4(1), 74–85. https://doi.org/10.26905/jbm.v4i1.11714
Syachran, F. (2018). The Effect of Advertising and Personal Selling on Indosat's Brand Image in Makassar City (Study on Indosat Card Users in Makassar City). Faculty of Islamic Economics and Business, 3(23), 22–50.
Sitorus, O. F., & Utami, N. (2017). Marketing promotion strategy. Fkip Uhamka, 1-309.
Sri Wisyastuti. 2017. Integrated Marketing Communication Management, Jakarta: FEB UP Press
unaida, E. (2018). The Influence of Brand Image on Consumer Loyalty of Evalube Lubricating Oil Products in Langsa City. Journal of Management and Finance, 6(2), 798–807. https://doi.org/10.33059/jmk.v6i2.685
![](<img src="https://www.clipartmax.com/png/middle/38-383641_open-access-logo-plos-transparent-open-access-logo.png" alt="Open Access Logo Plos Transparent - Open Access Logo@clipartmax.com">){kind=spacer}
