PENGARUH PERSONAL SELLING QUALITY TERHADAP KEPUTUSAN MENGGUNAKAN JASA BUS PARIWISATA DI JAWA BARAT

Mochamad Iqbal Alamin, - (2019) PENGARUH PERSONAL SELLING QUALITY TERHADAP KEPUTUSAN MENGGUNAKAN JASA BUS PARIWISATA DI JAWA BARAT. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Mochamad Iqbal Alamin, 1301782, “Pengaruh Personal Selling Quality Terhadap Keputusan Menggunakan Jasa Bus Pariwisata di Jawa Barat”( Survey Terhadap Wisatawan Grup yang Menggunakan Jasa Bus Pariwisata di Jawa Barat)”, dibawah bimbingan Gitasiswhara, SE.Par., MM dan Dewi Pancawati Novalita, S.Pd, MM. Jawa Barat merupakan salah satu provinsi tujuan wisatawan yang memiliki banyak perusahaan otobus pariwisata. Masalah menurunnya penjualan dan tidak tercapainya target perusahaan otobus di Jawa Barat disebabkan karena banyak hal diantaranya yaitu karena banyaknya perusahaan otobus baru sehingga persaingan semakin ketat selain itu kurang baiknya kualitas promosi terutama kualitas personal selling menjadi salah satu faktor menurunnya pembelian di tiga perusahaan otobus tersebut. Dalam penelitian ini, variabel bebas (x) yang digunakan yaitu personal selling quality sedangkan variabel terikat (y) dalam penelitian ini yaitu keputusan menggunakan jasa. Jenis penelitian yang digunakan adalah deskriptip verifikatif dan metode yang digunakan adalah survey dengan teknik sensus, maka semua populasi menjad sampel dengan jumlah 117 responden PIC group yang menggunakan jasa bus pariwisata di perushaan otobus Mulyasari Pratama, Sugih Jaya dan Star Holidays. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi linear berganda. Hasil penelitian secara simultan sub variabel personal selling quality yang terdiri dari delivering product information (X1), Satisfying socio-emotional needs (X2), Satisfying product-related needs (X3) dan helping in the decision making (X4) memiliki pengaruh yang signifikan terhadap keputusan menggunakan jasa. Sedangkan secara parsial sub variabel yang memiliki pengaruh signifikan yaitu Delivering product information (X1) dan Helping in the decision making (X4) memiliki pengaruh positif dan signifikan terhadap keputusan menggunakan jasa, sedangkan sub variabel Satisfying socio-emotional needs (X2) dan Satisfying product-related needs (X3) tidak memiliki pengaruh terhadap keputusan menggunakan jasa, diharapkan pihak perusahaan terus meningkatkan kualitas personal selling untuk meningkatkan penjualan jasa bus pariwisata di Jawa Barat.. Kata Kunci : Personal Selling Quality, Keputusan Menggunakan Jasa ABSTRACT Mochamad Iqbal Alamin, 1301782, "The Effect of Personal Selling Quality Against Decision to Using Tourism Bus Services in West Java" ( Survey of Groups that Use Tourism Bus Services at West Java ) ", under the guidance of Gitasiswhara, SE .Par., MM and Dewi Pancawati Novalita, S.Pd, MM. West Java is the one of tourist destination province that has many bus tour companies such as West Java. The problem of decreasing sales and not achieving the target in the West Java bus tour companies is due to many things such as the number of new bus tour company so the competition is getting tighter, and thequality of promotion is poor, especially the quality of personal selling becomes the one of factor decreasing the purchase in that companies.In this research, the independent variable (x) used is personal selling quality while the dependent variable (y) in this research is the decision to use services. The type of research used is descriptive verification and the method is survey with census technique,with 117 respondents of PIC group who using tourism bus service atMulyasari Pratama, Sugih Jaya and Star Holidays companies.Data analysis technique and hypothesis test used is multiple linear regression. The result of research shows that sub variable of personal selling quality that is Delivering product information (X1) and Helping in the decision making (X4) have positive and significant influence to service decision, while Satisfying socio-emotional needs (X2) and Satisfying product -related needs (X3) has no effect on the decision to use services, it is expected the company continues to improve the quality of personal selling to increase the sales of tourism bus services in West Java . Key Word : Personal Selling Quality, Purchase Decision

Item Type: Thesis (S1)
Uncontrolled Keywords: Personal Selling Quality, Keputusan Menggunakan Jasa
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User: Mochamad Iqbal Alamin
Date Deposited: 21 Jul 2020 02:33
Last Modified: 21 Jul 2020 02:33
URI: http://repository.upi.edu/id/eprint/43710

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