PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN BERKUNJUNG DI KARANG SETRA WATERLAND: survei terhadap instansi pendidikan di kota bandung

• Main Author: Karimullah, Gilman (Author)
• Format: Book
• Published: 2014-10-31.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/14777/1/S_MPP_0909442_Title.pdf; http://repository.upi.edu/14777/2/S_MPP_0909442_Table_Of_Content.pdf; http://repository.upi.edu/14777/3/S_MPP_0909442_Abstract.pdf; http://repository.upi.edu/14777/4/S_MPP_0909442_Chapter1.pdf; http://repository.upi.edu/14777/5/S_MPP_0909442_Chapter2.pdf; http://repository.upi.edu/14777/6/S_MPP_0909442_Chapter3.pdf; http://repository.upi.edu/14777/7/S_MPP_0909442_Chapter4.pdf; http://repository.upi.edu/14777/8/S_MPP_0909442_Chapter5.pdf; http://repository.upi.edu/14777/9/S_MPP_0909442_Bibliography.pdf; http://repository.upi.edu/14777/10/S_MPP_0909442_Appendix.pdf
• Keywords: L Education (General)

Kota Bandung merupakan salah satu kota yang menjadi tujuan wisata untuk para wisatawan dengan berbagai kemenarikan yang ditawarkan. Salah satu jenis destinasi wisata yang ditawarkan adalah sport tourism. Karang Setra Waterland merupakan sebagai salah satu penyedia jasa sport tourism di Kota Bandung. Berdasarkan data yang diperoleh, tingkat kunjungan pada tahun 2013 mengalami penurunan. Untuk meningkatkan kembali kunjungan pada tahun 2014, pihak manajemen Karang Setra Waterland melakukan strategi personal selling yang terdiri, determining customer needs and wants, recommending a way to satisfy customers needs and wants, demonstrating capabilities of the firm and it product, closing the sale, dan following up and servicing the account. Jenis penelitian yang digunakan bersifat deskriptif dan verifikatif dengan metode yang digunakan explanatory survey. Sampel yang digunakan dalam penelitian ini sebanyak 99 responden dengan teknik penarikan sampel yang digunakan sistematic random sampling. Teknik analisis data yang digunakan adalah path atau analisis jalur. Dari 5 variabel yang diteliti hasil dari penghitungan jalur path 2 variabel yaitu closing the sale dan following up and servicing the account memliki pengaruh yang tidak signifikan. Berdasarkan hasil pengujian statistik menunjukan bahwa personal selling memiliki pengaruh sebesar 63,4%, untuk pengaruh langsung paling besasr terhadap keputusan berkunjung adalah recomending a way to satisfy customers needs and wants yaitu sebesar 10,6% sedangkan ddeterining customers needs and wants sebesar 9,6% dan demonstrating capabilities of the firm and its product sebesar 5,4%. Pengaruh tidak langsung keseluruhan personal selling terhdap keputusan berkunjung adalah sebesar 36%. Bandung is one of the most popular city for tourists which has many kind of attractions. Sport tourism is one of the attractions that is provided by Bandung. Karang Setra Waterland is a company that provide a service and product of sport tourism in Bandung. Based on the data, the visitor of Karang Setra Waterland has been descend. To increase the number in 2013, the Karang Setra Waterland management do the personal selling that include , determining customer needs and wants, recommending a way to satisfy customers needs and wants, demonstrating capabilities of the firm and it product, closing the sale, and following up and servicing the account. The kind of research used are descriptive and verifikatif with methode used namely is explanatory survey. A sample in this research are 99 respondents with technique withdrawl sample used is systematic random sampling. Technique of data analysis used on this research is path analysis. From five variables has been research , theres 3 variable have not significant impact that is closing the sale and following up and servicing the account. Based from result from statistic test show that personal selling have 63,4% impact, for biggest direct impact to visit decision is recommending a way to satisfy customers needs and wants 10,6% whereas determining customers needs and wants 9,6% and demonstrating capabilities of the firm and its product 5,4%. Total undirect impact personal selling to visit decision is 36%.