CD Tesis

Personal Selling Serta Pengaruhnya Terhadap Tingkat Kesadaran Dan Minat Beli Calon Nasabah Asuransi Jiwasraya Di Pekanbaru

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The study conducted in PT. Asuransi Jiwasraya (Persero) Pekanbaru
branch and aimed to know the direct and indirect influence of personal selling
towards buying intention through customer’s awareness as the mediating
variable.
Population are prospectus of Jiwasraya in Sudirman, Rumbai and Bukit
Raya offices that consist of 325 persons. Samples taken by Slovin formulation that
consists of 124 selected prospectus and proportionally distributed. Variables used
are personal selling as independent, buying intention as dependent and awareness
as the mediating variable. Data analyzed by using descriptive and path analysis
assisted by SPSS 20 for windows.
The study reveals that personal selling has positive and signfiicant effect
towards customer awareness. Directly, personal selling has no significant impact
to buying intention. Awareness, however, can mediate the positve impact of
personal selling towards buying intention. Among all, awareness has the biggest
impact to buying intention compared to personal selling. The optimalization of
personal selling quality along with awareness enhancement is recommended in
order to strengthen customer’s buying intention.
Keywords: Personal Selling, Awareness and Buying Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 217 (0075)

Penerbit

Pekanbaru : Universitas Riau – Pasca Sarjana – Magister Manajemen., 2017

Deskripsi Fisik

xi, 121 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 217 (0075)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

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