Irawansyah, Shafa Safhira (2025) PENGARUH PERSONAL SELLING, PRODUCT KNOWLEDGE, DAN CUSTOMER RELATIONSHIP MANAGEMENT (CRM) TERHADAP KEPUTUSAN PEMBELIAN DI OPTIK NICE SIDOARJO. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The rapid changes in the digitalization era have intensified business competition, especially in the field of marketing. This condition encourages companies to continuously innovate in order to increase sales value and maintain market competitiveness. This study aims to determine the influence of factors such as personal selling, product knowledge, and customer relationship management on purchase decisions. The research is focused on Optik Nice Sidoarjo. The research method used in this study is quantitative with an associative approach. Data was obtained by distributing questionnaires to 100 respondents who are customers of Optik Nice Sidoarjo. The results show that personal selling and customer relationship management have a significant positive influence on purchase decisions. Meanwhile, the product knowledge variable has an insignificant effect on purchase decisions at Optik Nice Sidoarjo. These findings indicate that emotional closeness and effective communication have a greater influence than product knowledge. Therefore, the company is advised to focus on improving the quality of employee services.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Shafa Safhira Irawansyah | ||||||||
| Date Deposited: | 27 May 2025 07:21 | ||||||||
| Last Modified: | 27 May 2025 07:21 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36762 |
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