Analysis Of The Promotion Mix To Consumer Decisions In The Purchase Of Motorbikes On Credit At PT Adira Finance Ro Robing Tinggi

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Analysis of the Promotion Mix to Consumer Decisions in the Purchase of Motorbikes on Credit at PT Adira Finance Ro Tebing Tinggi

Introduction

The promotion mix is a crucial element in marketing strategies, as it plays a significant role in influencing consumer decisions when purchasing products. In the context of PT Adira Finance Ro Tebing Tinggi, this study aims to analyze the impact of personal selling, mass selling, sales promotion, and public relations on consumer decisions in the purchase of motorbikes on credit. By understanding the effectiveness of these promotional mix factors, the company can develop targeted marketing strategies to improve sales and customer satisfaction.

Research Methodology

This research is an explanatory study, where data is collected to be studied in accordance with specified objectives and objects. The research population consisted of customers who made credit payments in 2008, 2009, and 2010, until March 2011. Data collection was carried out through questionnaire methods, interviews, and documentation studies. The data processing process uses SPSS version 15.0 software for Windows, with data analysis using descriptive and quantitative methods. Multiple linear regression analysis is applied to measure the effect of promotional mix factors on motorcycle purchasing decisions on credit.

Importance of Research Methodology

The research methodology used in this study is crucial in ensuring the accuracy and reliability of the data collected. By using a combination of questionnaire methods, interviews, and documentation studies, the researcher can gather a comprehensive understanding of the promotional mix factors that influence consumer decisions in the purchase of motorbikes on credit. The use of SPSS software for data analysis also enables the researcher to apply statistical methods to measure the effect of these factors on consumer decisions.

Research Result

The results of test F showed that the independent variable (Personal Selling, Mass Selling, Sales Promotion, and Public Relations) as a whole had a positive and significant influence on the dependent variable (purchase decision). However, the analysis of the correlation coefficient (R) indicates that the relationship between the promotion mix and the motorcycle purchase decision on credit is relatively low. Of all the factors studied, personal selling has the most dominant influence on the decision to purchase motorbikes on credit at Adira Finance Ro Tebing Tinggi.

Understanding the Research Result

The research result indicates that the promotional mix factors have a significant influence on consumer decisions in the purchase of motorbikes on credit. However, the relatively low correlation coefficient suggests that there are other factors that may influence consumer decisions. The dominant influence of personal selling suggests that direct interaction between salespeople and potential customers is crucial in building trust and guaranteeing the quality of the product.

Additional Analysis and Explanation

In the context of motorcycle purchases on credit, every element in the promotion mix has an important role. Personal selling here includes direct interaction between salespeople and potential customers. This is very important because in large transactions such as motorcycle purchases, consumers need trust and guarantees from the seller. Conversely, Mass selling and Sales promotion such as advertising and discounts also contribute, but in a lower intensity, showing that a more personal approach can be the key to success.

Public Relations also plays a role in building the company's image. However, its effect on purchasing decisions is not as strong as personal selling. In today's digital world, effective management of public relations, including social media management and positive brand communication, can help attract more consumers.

The Role of Personal Selling

Personal selling is a crucial element in the promotion mix, as it enables direct interaction between salespeople and potential customers. This direct interaction helps to build trust and guarantee the quality of the product, which is essential in large transactions such as motorcycle purchases. The dominant influence of personal selling suggests that companies should prioritize training for salespeople and development of communication skills to improve sales and customer satisfaction.

Conclusion

Overall, this research shows that to improve the decision to purchase motorbikes on credit at PT Adira Finance Ro Tebing Tinggi, companies need to prioritize personal selling strategies. Although other factors such as mass selling, sales promotion, and public relations are also important, consumers tend to be more helped by direct and interactive approaches. Therefore, training for salespeople and development of communication skills is an important aspect in the company's marketing strategy going forward.

Recommendations

Based on the research findings, the following recommendations are made:

  • Prioritize personal selling strategies to improve sales and customer satisfaction.
  • Develop training programs for salespeople to improve their communication skills and build trust with potential customers.
  • Implement effective public relations strategies, including social media management and positive brand communication, to attract more consumers.
  • Continuously monitor and evaluate the effectiveness of the promotional mix factors to ensure that they are aligned with the company's marketing strategy.

By implementing these recommendations, PT Adira Finance Ro Tebing Tinggi can improve its sales and customer satisfaction, and establish itself as a leading player in the motorcycle finance industry.
Frequently Asked Questions (FAQs) on the Promotion Mix to Consumer Decisions in the Purchase of Motorbikes on Credit at PT Adira Finance Ro Tebing Tinggi

Q: What is the promotion mix, and how does it influence consumer decisions?

A: The promotion mix is a combination of various marketing methods used to influence consumer decisions in buying products. It includes personal selling, mass selling, sales promotion, and public relations. The promotion mix plays a significant role in influencing consumer decisions, as it helps to build trust, guarantee the quality of the product, and attract more consumers.

Q: What is the role of personal selling in the promotion mix?

A: Personal selling is a crucial element in the promotion mix, as it enables direct interaction between salespeople and potential customers. This direct interaction helps to build trust and guarantee the quality of the product, which is essential in large transactions such as motorcycle purchases.

Q: Why is personal selling more effective than other promotional mix factors?

A: Personal selling is more effective than other promotional mix factors because it enables direct interaction between salespeople and potential customers. This direct interaction helps to build trust and guarantee the quality of the product, which is essential in large transactions such as motorcycle purchases.

Q: What is the role of mass selling and sales promotion in the promotion mix?

A: Mass selling and sales promotion are also important elements in the promotion mix. Mass selling involves advertising and other forms of mass communication, while sales promotion involves offering discounts and other incentives to attract more consumers.

Q: Why is public relations important in the promotion mix?

A: Public relations is important in the promotion mix because it helps to build the company's image and attract more consumers. Effective management of public relations, including social media management and positive brand communication, can help to establish the company as a leader in the industry.

Q: What are the benefits of prioritizing personal selling strategies?

A: Prioritizing personal selling strategies can help to improve sales and customer satisfaction. By developing training programs for salespeople to improve their communication skills and build trust with potential customers, companies can establish themselves as leaders in the industry.

Q: How can companies implement effective public relations strategies?

A: Companies can implement effective public relations strategies by managing their social media presence, engaging with customers, and communicating positively about their brand. This can help to establish the company as a leader in the industry and attract more consumers.

Q: What are the key takeaways from this research?

A: The key takeaways from this research are:

  • Personal selling is a crucial element in the promotion mix, and companies should prioritize it to improve sales and customer satisfaction.
  • Mass selling and sales promotion are also important elements in the promotion mix, but they are less effective than personal selling.
  • Public relations is important in the promotion mix, and companies should manage their social media presence and communicate positively about their brand to attract more consumers.
  • Companies should continuously monitor and evaluate the effectiveness of the promotional mix factors to ensure that they are aligned with the company's marketing strategy.

Q: What are the implications of this research for PT Adira Finance Ro Tebing Tinggi?

A: The implications of this research for PT Adira Finance Ro Tebing Tinggi are:

  • The company should prioritize personal selling strategies to improve sales and customer satisfaction.
  • The company should develop training programs for salespeople to improve their communication skills and build trust with potential customers.
  • The company should implement effective public relations strategies to attract more consumers and establish itself as a leader in the industry.
  • The company should continuously monitor and evaluate the effectiveness of the promotional mix factors to ensure that they are aligned with the company's marketing strategy.