Pengaruh Prospecting And Qualifiying, Presentation, Iklan Terhadap Keputusan Pembelian Produk Proris Dengan Trust Sebagai Variabel Moderasi



Purwantoro Purwantoro(1*)

(1) Universitas Pasir Pengaraian
(*) Corresponding Author

Abstract


This study aims to determine the effect of prospecting and qualifying, presentation, advertising on purchasing decisions proris products with trust as a moderator variable. In this research data collection uses a sample of consumers who visit and buy proris products at the Pasir Pengaraian Family Pharmacy. The sample used was 97 people from a total population of 3,339 people using accidental sampling techniques, which had previously been calculated using the Slovin formula. Data analysis techniques using the Structural Equation Model (SEM). Based on data processing, it can be concluded that the Prospecting and Qualifying of the decision to purchase proris products at the Pasir Pengaraian Family Pharmacy with positive but not significant results. Presentation variable has a positive but not significant effect on purchasing decisions. Furthermore, advertising has a positive but not significant effect on purchasing decisions. Then Prospecting and Qualifying have a positive but not significant effect on Trust. So the effect of Presentation on Trust is positive and significant on Trust. Then the effect of advertising on trust is positive and significant, which means significant to trust. The influence of Trust on purchasing decisions in purchasing Proris products is positive and significant, which means that in this study Trust as a moderating effect on purchasing decisions, it can be seen from the results of the questionnaire that has been obtained.


Tujuan penelitian ini adalah untuk mengetahui pengaruh prospecting and qualifiying, presentation, iklan terhadap keputusan pembelian produk proris dengan trust sebagai variable moderator. Pada pengumpulan data penelitian ini menggunakan sampel konsumen yang berkunjung dan membeli produk proris di Apotik Keluarga Pasir Pengaraian. Sampel yang digunakan sebanyak 97 orang dari total populasi 3.339 orang menggunakan teknik accidental sampling, yang sebelumnya telah di hitung menggunakan rumus slovin. Teknik analisis data menggunakan Struktural Equation Model . Berdasarkan pengolahan data maka dapat disimpulkan bahwa Prospecting and Qualifiying tidak berpengaruh terhadap keputusan pembelian produk proris di Apotek Keluarga Pasir Pengaraian. Untuk variabel Presentation berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian. Selanjutnya Iklan berpengaruh positif tetapi tidak signifikan terhadap keputusan pembelian. Kemudian Prospecting and Qualifiying berpengaruh tidak signifikan terhadap trust.Kemudian pengaruh Iklan  terhadap Trust adalah positif dan signifikan yang berarti signifikan terhadap Trust. Pengaruh Trust terhadap keputusan pembelian dalam membeli produk Proris adalah positif dan signifikan yang berarti pada penelitian ini Trust sebagi pemoderasi berpengaruh terhadap keputusan pembelian


Keywords


Prospecting, Qualiaiying, Presentatiton, Proris, Trust

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