Analysis of Consumer Purchasing Decisions through Personal Selling and Image At Auto2000 Bandung

Abstrak

The increasingly competitive automotive industry requires companies to strengthen their marketing strategies to influence consumer purchasing decisions. Although previous studies have examined the role of personal selling and Image, limited research has explored their combined influence on consumer purchasing decisions in the automotive dealership sector. This study aims to analyze the effects of personal selling and Image on the consumer purchasing decision process at AUTO2000 Bandung. A quantitative survey approach was employed involving 88 customers selected through probability sampling. The findings reveal that both personal selling and Image have positive and significant effects on the consumer purchasing decision process, with personal selling emerging as the more dominant factor. Furthermore, the two variables jointly explain 56% of the variation in consumer purchasing decisions. These findings highlight the importance of strengthening sales interactions and maintaining a positive Image to improve consumer purchasing decisions and provide practical insights for marketing strategies in the automotive industry.