Hubungan Antara Personal Selling event Enduro Shocking Day dengan Minat Beli Konsumen Terhadap Pelumas Enduro PT. Pertamina di Bandung.
ABSTRAK
Rani Irsanja Putri, 210110110703, Jurusan Manajemen Komunikasi
Fakultas Ilmu Komunikasi Kampus Bandung, Universitas Padjadjaran. Skripsi ini
merupakan hasil penelitian yang berjudul “Hubungan Antara Personal Selling
event ‘Enduro Shocking Day’ dengan Minat Beli Konsumen Terhadap Pelumas
Enduro PT. Pertamina di Bandung”. Dr. Hj. Purwanti Hadisiwi, M.Ext. dan Nindi
Aristi, S.Sos., M.Comm sebagai Pembimbing.
Penelitian ini bertujuan untuk mengetahui ada tidaknya hubungan yang
signifikan antara Personal Selling event ‘Enduro Shocking Day’ dengan Minat
Beli Konsumen Terhadap Pelumas Enduro PT. Pertamina di Bandung,
menggunakan metode kuantitatif dengan pendekatan korelasional. Pengumpulan
data dilakukan melalui penyebaran angket, wawancara, dan studi kepustakaan.
Jumlah sampel pada penelitian ini adalah 80 orang yang merupakan pengunjung
event ‘Enduro Shocking Day’ dengan menggunakan teknik acak sederhana.
Hasil penelitian ini menunjukkan bahwa ada hubungan yang signifikan
antara Personal Selling event ‘Enduro Shocking Day’ dengan Minat Beli
Konsumen Terhadap Merek Pelumas Enduro PT. Pertamina di Bandung sebesar
60,00%. Ada hubungan yang signifikan antara salesmanship dalam kegiatan
Enduro Shocking Day dengan minat beli konsumen terhadap pelumas Enduro PT.
Pertamina di Bandung. Ada hubungan yang signifikan antara negotiating dalam
kegiatan Enduro Shocking Day dengan minat beli konsumen terhadap pelumas
Enduro PT. Pertamina di Bandung. Ada hubungan yang signifikan antara
relationship marketing dalam kegiatan Enduro Shocking Day dengan minat beli
konsumen terhadap pelumas Enduro PT. Pertamina di Bandung.
Berdasarkan hasil penelitian, kesimpulan yang didapat yaitu ada hubungan
yang signifikan antara Personal Selling event ‘Enduro Shocking Day’ dengan
Minat Beli Konsumen Terhadap Pelumas Enduro PT. Pertamina di Bandung.
iv
ABSTRACT
Rani Irsanja Putri, 210110110703, Communication Management Major at
Science of Communication Faculty, Padjajaran University, Bandung campus.
This thesis is result of a research about Correlation Between Personal Selling
event ‘Enduro Shocking Day’ With Consumer Buying Interest To Enduro
Lubricants of PT. Pertamina at Bandung Dr. Hj. Purwanti Hadisiwi, M.Ext. and
Nindi Aristi, S.Sos., M.Comm as especial and partner of counselor
. The purpose of this research is to understand if there is any significant
correlation between personal selling event ‘Enduro Shocking Day’ with consumer
buying interest To Enduro Lubricants of PT. Pertamina at Bandung. This
research is using quantitative method with correlational approach. This research
also using questioner, interview, and literature study to collecting data. The total
sample for this research are 80 person, which is all is visitors of ‘Enduro
Shocking Day’ event, using simple random sampling.
The result of this research is there was significant correlation between
personal selling event ‘Enduro Shocking Day’ with consumer buying interest To
Enduro Lubricants of PT. Pertamina at Bandung in amount of 60%. There was
significant correlation between salesmanship in ‘Enduro Shocking Day’ event
with consumer buying interest To Enduro Lubricants of PT. Pertamina at
Bandung. There was significant correlation between negotiating in ‘Enduro
Shocking Day’ event with consumer buying interest To Enduro Lubricants of PT.
Pertamina at Bandung. There was significant correlation between relationship
marketing in ‘Enduro Shocking Day’ event with consumer buying interest To
Enduro Lubricants of PT. Pertamina at Bandung
And the main conclusion of this research is proven that there are
significant correlation between personal selling event ‘Enduro Shocking Day’
with consumer buying interest To Enduro Lubricants of PT. Pertamina at
Bandung
v
Rani Irsanja Putri, 210110110703, Jurusan Manajemen Komunikasi
Fakultas Ilmu Komunikasi Kampus Bandung, Universitas Padjadjaran. Skripsi ini
merupakan hasil penelitian yang berjudul “Hubungan Antara Personal Selling
event ‘Enduro Shocking Day’ dengan Minat Beli Konsumen Terhadap Pelumas
Enduro PT. Pertamina di Bandung”. Dr. Hj. Purwanti Hadisiwi, M.Ext. dan Nindi
Aristi, S.Sos., M.Comm sebagai Pembimbing.
Penelitian ini bertujuan untuk mengetahui ada tidaknya hubungan yang
signifikan antara Personal Selling event ‘Enduro Shocking Day’ dengan Minat
Beli Konsumen Terhadap Pelumas Enduro PT. Pertamina di Bandung,
menggunakan metode kuantitatif dengan pendekatan korelasional. Pengumpulan
data dilakukan melalui penyebaran angket, wawancara, dan studi kepustakaan.
Jumlah sampel pada penelitian ini adalah 80 orang yang merupakan pengunjung
event ‘Enduro Shocking Day’ dengan menggunakan teknik acak sederhana.
Hasil penelitian ini menunjukkan bahwa ada hubungan yang signifikan
antara Personal Selling event ‘Enduro Shocking Day’ dengan Minat Beli
Konsumen Terhadap Merek Pelumas Enduro PT. Pertamina di Bandung sebesar
60,00%. Ada hubungan yang signifikan antara salesmanship dalam kegiatan
Enduro Shocking Day dengan minat beli konsumen terhadap pelumas Enduro PT.
Pertamina di Bandung. Ada hubungan yang signifikan antara negotiating dalam
kegiatan Enduro Shocking Day dengan minat beli konsumen terhadap pelumas
Enduro PT. Pertamina di Bandung. Ada hubungan yang signifikan antara
relationship marketing dalam kegiatan Enduro Shocking Day dengan minat beli
konsumen terhadap pelumas Enduro PT. Pertamina di Bandung.
Berdasarkan hasil penelitian, kesimpulan yang didapat yaitu ada hubungan
yang signifikan antara Personal Selling event ‘Enduro Shocking Day’ dengan
Minat Beli Konsumen Terhadap Pelumas Enduro PT. Pertamina di Bandung.
iv
ABSTRACT
Rani Irsanja Putri, 210110110703, Communication Management Major at
Science of Communication Faculty, Padjajaran University, Bandung campus.
This thesis is result of a research about Correlation Between Personal Selling
event ‘Enduro Shocking Day’ With Consumer Buying Interest To Enduro
Lubricants of PT. Pertamina at Bandung Dr. Hj. Purwanti Hadisiwi, M.Ext. and
Nindi Aristi, S.Sos., M.Comm as especial and partner of counselor
. The purpose of this research is to understand if there is any significant
correlation between personal selling event ‘Enduro Shocking Day’ with consumer
buying interest To Enduro Lubricants of PT. Pertamina at Bandung. This
research is using quantitative method with correlational approach. This research
also using questioner, interview, and literature study to collecting data. The total
sample for this research are 80 person, which is all is visitors of ‘Enduro
Shocking Day’ event, using simple random sampling.
The result of this research is there was significant correlation between
personal selling event ‘Enduro Shocking Day’ with consumer buying interest To
Enduro Lubricants of PT. Pertamina at Bandung in amount of 60%. There was
significant correlation between salesmanship in ‘Enduro Shocking Day’ event
with consumer buying interest To Enduro Lubricants of PT. Pertamina at
Bandung. There was significant correlation between negotiating in ‘Enduro
Shocking Day’ event with consumer buying interest To Enduro Lubricants of PT.
Pertamina at Bandung. There was significant correlation between relationship
marketing in ‘Enduro Shocking Day’ event with consumer buying interest To
Enduro Lubricants of PT. Pertamina at Bandung
And the main conclusion of this research is proven that there are
significant correlation between personal selling event ‘Enduro Shocking Day’
with consumer buying interest To Enduro Lubricants of PT. Pertamina at
Bandung
v