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PENGARUH K E C A K A P A N TENAGA PERSONAL S E L U N G

I E R H A D A P PENINGKATAN PENJUALAN PADA CV. OTO VALDO

PALEMBANG

SKRIPSI

Uatuk Mcmeauhi Salah Satu PcrayaraUB

Memperaleb Gator Sarjana UtaMmi

O L E H :

NAMA : PUTRIASPURI

NIM ! l i a W J M X P

UNIVERSITAS MUHAMMADIYAH PALEMBANG

FAKULTAS EKONOMI

2019

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P E R N Y A T A A N B E B A S P L A G I A T

S a y a y a n g b e r t a n d a t a n g a n d i b a w a h i n i :

N a m a : P U T R I A S P U R I

N i m : 2 1 . 2 0 0 7 . 2 2 2 . ?

J u r u s a n : M a n a j e m e n

M e n y a t a k a n b a h w a s k r i p s i i n i t e l a h d i t u l i s s e n d i r i d e n g a n s u n g g u h - s u n g g u h

d a n t i d a k a d a b a g i a n y a n g m e r u p a k a n p e n j i p l a k a n k a r y a o r a n g l a i n .

A p a b i l a d i k e m u d i a n h a r i t e r b u k t i b a h w a p e m y a t a a n i n i t i d a k b e n a r , m a k a

s a y a s a n g g u p m e n e r i m a s a n k s i a p a p u n s e s u a i p e r a t u r a n y a n g b e r l a k u .

P a l e m b a n g , F e b r u a r i 2 0 1 0

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P U T R I A S P U R I

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F A K U L T A S E K O N O M I UNIVERSITAS MUHAMMADIYAH

PALEMBANG

TANDA PENGESAHAN SKRIPSj

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Nama

NIM

Fakultas

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: PENGARUH KECAKAPAN TENAGA PERSONAL SELLING TERHADAP PENINGKATAN PENJUALAN PADA CV. OTO VALDO PALEMBANG

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\ Ekonomi

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Mata KuUah Pokok : Manajemen Pemasaran

Diterima dan disyahkan Pada tanggal Pembimbing

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PRAKATA

A l h a m d u l i l l a h i r o b b i l ' a l a m i n , s e g a l a p u j i d a n s y u k u r p e n u l i s p a n j a t k a n

k e h a d i r a t A L L A H S W T k a r e n a b e r k a t r a h m a t d a n h i d a y a h - N y a p e n u l i s a n

s k r i p s i i n i d a p a t t e r s e l e s a i k a n , s h a l a w a t d a n s a l a m p e n u l i s h a n t a r k a n k e p a d a

j i m j u n g a n k i t a R a s u l u l l a h M u h a m m a d S A W b e s e r t a k e l u a r g a d a n s a h a b a t n y a .

A d a p u n j u d u l s k r i p s i i n i a d a l a h " P e n g a r u h K e c a k a p a n T e n a g a Personal

Selling T e r h a d a p P e n i n g k a t a n P e n j u a l a n P a d a C V . O T O V A L D O

P a l e m b a n g " . P e n y u s u n a n s k r i p s i i n i d i m a k s u d k a n u n t u k m e l e n g k a p i

p e r s y a r a t a n d a l a m m e m p e r o l e h g e l a r s a r j a n a e k o n o m i d i F a k u l t a s E k o n o m i

U n i v e r s i t a s M u h a m m a d i y a h P a l e m b a n g .

C V . O T O V A L D O P a l e m b a n g a d a l a h s a l a h s a t u u s a h a d i k o t a

p a l e m b a n g y a n g m e r u p a k a n u s a h a s w a s t a y a n g b e r g e r a k d i b i d a n g j u a l b e l i

m o b i l . D a l a m m e m a s a r k a n p r o d u k n y a C V . O T O V A L D O m e m i l i k i 4 ( e m p a t )

w i r a n i a g a , d i m a n a w i r a n i a g a d i t u n t u t d a p a t s e b a i k m u n g k i n m e l a y a n i

k o n s u m e n d e n g a n m e m b u j u k , m e n j e l a s k a n d a n m e m b e r i t a h u k u a l i t a s d a r i

p r o d u k y a n g d i t a w a r k a n s e h i n g g a k o n s u m e n d a p a t t e r t a r i k d a n m e m b e l i

p r o d u k y a n g d i t a w a r k a n t e r s e b u t . S e d a n g k a n u n t u k k o n s u m e n y a n g i n g i n

m e n j u a l k e n d a r a a n n y a w i r a n i a g a h a m s b i s a m e l a k u k a n t a w a r m e n a w a r

d e n g a n b a i k s e h i n g g a a k a n t i m b u l s u a t u k e s e p a k a t a n y a n g s a l i n g

m e n g u n t u n g k a n .

V

D a l a m p e n u l i s a n n y a l a p o r a n p e n e l i l i a n i n i d i b a g i m e n j a d i 5 b a b b e t u r u t -

t u r u t y a i t u P e n d a h u l u a n , K a j i a n P u s t a k a , M e t o d e P e n e l i t i a n , H a s i l

P e m b ^ h a s a n d a n A n a l i s i s s e r t a S i m p u l a n d a n S a r a n .

U c a p a n t e r i m a k a s i h p e n u l i s s a m p a i k a n k e p a d a o r a n g t u a k u A y a h a n d a

H . S o f y a n M u r s a l d a n i b u n d a H j . I n d r a F a u z i a h y a n g t e l a h m e n d i d i k ,

m e m b i a y a i , m e n d o a k a n d a n m e m b e r i k a n d o r o n g a n d a n k a s i h s a y a n g k e p a d a

p e n u l i s d a n j u g a k e p a d a k a k a k - k a k a k k u A u l i a A k b a r , A d e A n d r i a n s e r t a

c a l o n p e n d a m p i n g k u A m i r u l M u k m i n i n y a n g t e l a h m e m b e r i k a n p e r h a t i a n ,

c i n t a d a n d u k u n g a n k e p a d a p e n u l i s . P e n u l i s j u g a m e n g u c a p k a n t e r i m a k a s i h

k e p a d a I b u H j . M a f t u h a h N u r r a h m i , S E . , M . S i . , y a n g t e l a h m e m b i m b i n g ,

m e m b e r i k a n p e n g a r a h a n d a n s a r a n - s a r a n d e n g a n t u l u s d a n i k h l a s d a l a m

m e n y e l e s a i k a n s k r i p s i i n i . S e l a i n i t u t e r i m a k a s i h j u g a k e p a d a p i h a k - p i h a k

y a n g t e l a h m e n g i z i n k a n , m e m b a n t u p e n u H s d a l a m m e n y e l e s a i k a n s t u d i d i

F a k u l t a s E k o n o m i U n i v e r s i t a s M u h a m m a d i y a h P a l e m b a n g :

I . B a p a k H . M . I d r i s , S E . , M . S i . , s e l a k u R e k t o r U n i v e r s i t a s M u h a m m a d i y a h

P a l e m b a n g b e s e r t a s t a f f d a n k a r y a w a n / k a r y a w a t i .

2 . B a p a k D r s . H . R o s y a d i , M . M . , s e l a k u D e k a n F a k u l t a s U n i v e r s i t a s

M u h a m m a d i y a h P a l e m b a n g b e s e r t a k a r y a w a n / k a r y a w a t i .

3 . B a p a k M . T a u f i k S y a m s u d d i n , S E . , A K . , M . S i s e l a k u P e m b a n t u D e k a n I

4 . B a p a k A b i d D j a z u l i S E , . M M s e l a k u P e m b a n t u D e k a n I I

5 . I b u B e l l i w a t i K o s i m , S E . , M M s e l a k u K o o r d i n a t o r K e l a s R e g u l e r M a l a m

6 . P a k S a j a r i , K a k T a u f i k d a n P a k I c a b y a n g t e l a h m e m b a n t u m e n y e l e s a i k a n

s k r i p s i i n i .

6 . B a p a k H . A b d u l R a s y i d s e l a k u p e m i l i k C V . O T O V A L D O P a l e m b a n g

y a n g t e l a h m e m b a n t u d a l a m p e n y u s u n a n s k r i p s i i n i .

7 . T e m a n - t e m a n k e l a s r e g u l e r m a l a m ; N i d y a , E v i , R i n a , M b a k l i n ,

M b a k N o v i , M b a k Y o l a , M b a k F e n t i , M b a k D e s i , L i s a , E k a , T i k a , D w i ,

I r w a n , L e o d a n y a n g l a i n n y a t e r i m a k a s i h a t a s d u k u n g a n n y a .

8 . S a h a b a t - s a h a b a t t e r b a i k k u : l y a n k , R i k a , L i s a , S e l v i , R a t i h , I t a , Y u n i ,

L i d y a S a p u t r i d a n k e p o n a k a n k u K a y y i r a h T a l i t a S a k h i y a n g t e l a h

m e m b e r i k a n m o t i v a s i d a n d u k u n g a n n y a .

9 . S e m u a p i h a k y a n g t e l a h b a n y a k m e m b e r i k a n b a n t u a n y a n g t i d a k d a p a t

p e n u l i s s e b u t k a n s a t u p e r s a t u .

S e m o g a A l l a h S W T m e m b a l a s b u d i b a i k y a n g t e l a h d i b e r i k a n k e p a d a

p e n u l i s . A k h i n i l K a l a m d e n g a n s e g a l a k e r e n d a h a n h a t i p e n u l i s m e n g u c a p k a n

b a n y a k t e r i m a k a s i h k e p a d a p i h a k y a n g m e m b a n t u d a l a m p e n y e l e s a i a n s k r i p s i

i n i , s e m o g a a m a l i b a d a h y a n g d i l a k u k a n m e n d a p a t b a l a s a n d a r i A l l a h S W T ,

a m i n .

P a l e m b a n g , F e b r u a r i 2 0 1 0

PUTRI ASPURI

y i i

3 . P e r s o n a l S e l l i n g 1 1

4 . P e n j u a l a n 1 3

5 . P e r a n a n P e r s o n a l S e l l i n g 1 6

6 . H i p o t e s i s 1 7

B A B U I M E T O D E PENELITIAN

A . J e n i s P e n e l i t i a n 1 8

B . T e m p a t P e n e l i t i a n 1 9

C . P o p u l a s i d a n S a m p e l 1 9

D . O p e r a s i o n a l i s a s i V a r i a b e l 2 0

E . D a t a y a n g D i g u n a k a n 2 0

F . T e k n i k ' P e n g u m p u l a n D a t a 2 1

G . A n a l i s i s D a t a d a n T e k n i s A n a l i s i s 2 2

BAB I V HASIL PENELITIAN DAN PEMBAHASAN

A . H a s i l P e n e l i t i a n 3 0

1 . G a m b a r a n U m u m C V . O T O V A L D O P a l e m b a n g 3 0

2 . A k t i v i t a s P e r u s a h a a n 3 0

3 . G a m b a r a n K a r a k t e r i s t i k R e s p o n d e n 3 2

B . H a s i l P e m b a h a s a n 3 6

1 . P e n i l a i a n K o n s u m e n T e r h a d a p K e c a k ^ j a n

T e n a g a P e r s o n a l S e l l i n g p a d a C V . O T O V A L D O

P a l e m b a n g 3 6

2 . P e n g a r u h T e n a g a P e r s o n a l S e l l i n g T e r h a d a p

P e n i n g k a t a n P e n j u a l a n 4 9

i x

3 . H a s i l A n a l i s i s 5 8

4 . P e r b a n d i n g a n P e n e l i t i a n y a n g d i l a k u k a n d e n g a n

p e n e l i t i a n s e b e l u m n y a 6 0

BAB V SIMPULAN DAN SARAN

A . S i m p u l a n 6 3

B . S a r a n 6 4

D A F T A R P U S T A K A

L A M P I R A N

D A F T A R T A B E L

Halaman

T a b e l I V . 1

T a b e l I V . 2

T a b e l r V . 3

T a b e l r v . 4

T a b e l 1 V . 5

T a b e l I V . 6

T a b e l I V . 7

T a b e l I V . 8

T a b e l I V . 9

T a b e l I V . 1 0

K a r a k t e r i s t i k r e s p o n d e n b e r d a s a r k a n j e n i s k e l a m i n ,

K a r a k t e r i s t i k r e s p o n d e n b e r d a s a r k a n u s i a

K a r a k t e r i s t i k r e s p o n d e n b e r d a s a r k a n p e k e r j a a n —

K a r a k t e r i s t i k r e s p o n d e n b e r d a s a r k a n p e n d a p a t a n ...

K a r a k t e r i s t i k v a r i a b e l k e c a k a p a n t e n a g a p e r s o n a l

S e l l i n g

W i r a n i a g a r a m a h m e l a y a n i k o n s u m e n

W i r a n i a g a c e p a t m e n g e r t i d a n m e m a h a m i a p a

y a n g d i b u t u h k a n k o n s u m e n

K e c a k a p a n a t a u k e m a m p u a n w i r a n i a g a d a l a m

m e n j a w a b p e r t a n y a a n - p e r t a n y a a n y a n g d i a j u k a n

k o n s u m e n m e n g e n a i m o b i l y a n g d i t a w a r k a n

s a n g a t b a i k

W i r a n i a g a m e n g e t a h u i d e n g a n b a i k m o b i l y a n g

d i t a n y a k a n k o n s u m e n

W i r a n i a g a m e n j e l a s k a n d e n g a n b a i k m o b i l y a n g

m e r e k a t a w a r k a n

3 2

3 3

3 4

3 5

3 6

3 7

3 8

T a b e l I V . 1 1 K e j e i a s a n s u a r a w i r a m a g a p a d a k o n s u m e n s a a t

m e l a y a n i

3 9

4 0

4 1

4 2

X I

T a b e l 1 V . 1 2 M u t u d a n t i a p - t i a p p i l i h a n m o b i d i j e l a s k a n o l e h

w i r a n i a g a d e n g a n b a i k

T a b e l F V . 13 K e t e p a t a n s o l u s i y a n g d i t a w a r k a n o l e h w i r a n i a g a

k e p a d a k o n s u m e n

T a b e l I V . 1 4 K e m a m p u a n w i r a n i a g a d a l a m m e n d o r o n g d a n

m e n e k a n k o n s u m e n u n t u k m e m b u a t k e p u t u s a n

p e m b e l i a n s a n g a t b a i k

T a b e l I V . 1 5 M e n g e n a i C V . O T O V A L D O d a r i t e n a g a

p e r s o n a l s e l l i n g

T a b e l I V . 1 6 M e n j u a l a t a u m e m b e l i m o b i l p a d a C V . O T O

V A L D O

T a b e l I V . 1 7 P u a s m e l a k u k a n p e n j u a l a n a t a u p e m b e l i a n p a d a

C V . O T O V A L D O

T a b e l I V . 1 8 A k a n m e n j u a l a t a u m e m b e l i m o b i l k e m b a l i d i

M a s a y a n g a k a n d a t a n g p a d a C V . O T O V A L D O . .

T a b e l I V . 1 9 P e r b a n d i n g a n a n t a r a t h i t u n g d a n t t a b e l

T a b e l I V . 2 0 H a s i l a n a l i s i s r e g r e s i d a n k o r e l a s i k e c a k a p a n t e n a g a

personal selling t e r h a d a p p e n i n g k a t a n p e n j u a l a n ....

x i i

DAFTAR LAMPIRAN

L A M P I R A N 1 : S u r a t K e t e r a n g a n S e l e s a i R i s e t d a r i T e m p a t P e n e l i t i a n

L A M P I R A N 2 : F o t o c o p y S e r t i f i k a t L u l u s M e m b a c a A l - Q u r ' a n

L A M P I R A N 3 : F o t o c o p y K a r t u A k t i v i t a s B i m b i n g a n S k r i p s i

L A M P I R A N 4 : D a f t a r P e r t a n y a a n

L A M P I R A N 5 : T a b u l a s i J a w a b a n R e s p o n d e n

L A M P I R A N 6 : P e r h i t u n g a n R e g r e s i d a n K o r e l a s i

x i i i

ABSTRAK

P u t r i A s p u r i / 2 1 . 2 0 0 7 . 2 2 2 . P / P e n g a r u h k e c a k a p a n t e n a g a personal selling

t e r h a d a p p e n i n g k a t a n p e n j u a l a n p a d a C V . O T O V A L D O P a l e m b a n g .

R u m u s a n m a s a l a h a d a l a h b a g a i m a n a p e n g a r u h d a n h u b u n g a n a n t a r a

k e c a k a p a n t e n a g a personal selling t e r h a d a p p e n i n g k a t a n p e n j u a l a n p a d a C V .

O T O V A L D O P a l e m b a n g .

J e n i s p e n e l i t i a n i n i a d a l a h a s o s i a t i f y a n g m e n g h u b u n g k a n 2 v a r i a b e l a t a u

l e b i h . T e m p a t p e n e l i t i a n i n i d i l a k u k a n d i J l . V e t e r a n N o . 1 5 2 A P a l e m b a n g .

V a r i a b e l y a n g d i g u n a k a n a d a l a h k e c a k a p a n t e n a g a personal selling d a n

p e n j u a l a n . I n d i k a t o r k e c a k a p a n t e n a g a personal selling y a i t u k e s a n p e r t a m a ,

k e m a m p u a n t e n a g a p e r s o n a l s e l l i n g , p e n g e t a h u a n p r o d u k y a n g

d i k o m u n i k a s i k a n , k e a h l i a n p e r s e n t a s i d a n t e k n i k p e n u t u p p e n j u a l a n .

I n d i k a t o r p e n j u a l a n y a i t u l e b i h m e n g e n a i p e r u s a h a a n d a n l o y a l i t a s k o n s u m e n .

T e k n i k p e n g u m p u l a n d a t a m e n g g u n a k a n k u e s i o n e r . P o p u l a s i d a l a m

p e n e l i t i a n i n i a d a l a h o r a n g y a n g s e d a n g m e n g u n j u n g i d i C V . O T O V A L D O

P a l e m b a n g , s a m p e l y a n g d i a m b i l d a l a m p e n e l i t i a n i n i s e b a n y a k 3 0 r e s p o n d e n .

D a t a y a n g d i g u n a k a d a l a m p e n e l i t i a n i n i a d a l a h p r i m e r . A n a l i s i s d a t a y a n g

d i g u n a k a n y a i t u a n a l i s i s k u a l i t a t i f d a n k u a n t i t a t i f d e n g a n m e n g g u n a k a n

a n a l i s i s r e g r e s i d a n k o r e l a s i l i n i e r s e d e r h a n a .

H a s i l p e n e l i t i a n m e n u n j u k a n b a h w a t i d a k a d a p e n g a r u h k e c a k a p a n t e n a g a

personal selling t e r h a d a p p e n j u a l a n p a d a C V . O T O V A L D O P a l e m b a n g

k a r e n a t h i t u n g l e b i h k e c i l d a r i t t a b e l a t a u 1 , 3 1 < 1 , 7 0 1 . B e r d a s a r k a n

k o e f i s i e n k o r e l a s i y a i t u 0 , 2 4 d i m a n a r > 0 b e r a r t i t e r d ^ a t h u b u n g a n p o s i t i f

y a n g l e m a h a n t a r a k e c a k a p a n t e n a g a personal selling d a n p e n j u a l a n .

K a t a k u n c i : K e c a k a p a n T e n a g a Personal Selling d a n P e n j u a l a n .

2

D e n g a n s e m a k i n k e t a t n y a p e r s a i n g a n d i d u n i a u s a h a m a k a d a l a m

m e m a s a r k a n p r o d u k p r o d u s e n m e m e r l u k a n t e k n i k - t e k n i k s e r t a k e t r a m p i l a n

k h u s u s y a n g h a r u s d i m i l i k i y a i t u k h u s u s n y a p a d a w i r a n i a g a . D i s a m p i n g

i t u j u g a h a r u s d i t u n j a n g d e n g a n p r o m o s i m e l a l u i b e r b a g a i u n s u r p r o m o s i

u n t u k m e m b a n t u k e l a n c a r a n t u g a s - t u g a s p e n j u a l a n y a n g d i l a k u k a n .

D i d a l a m p e n j u a l a n s u a t u p r o d u k p e r a n w i r a m a g a s a n g a t l a h p e n t i n g

s e k a l i , k a r e n a m e r e k a m e r u p a k a n k u n c i k e b e r h a s i l a n d a l a m m e n a w a r k a n

p r o d u k n y a . T a n p a a d a n y a w i r a n i a g a y a n g h a n d a l d a n m e m i l i k i k e m a m p u a n

y a n g b a i k m a k a p e r u s a h a a n a k a n m e n g a l a m i k e s u l i t a n d a n w a l a u p u n d a p a t

b e r j a l a n g e r a k a n n y a a k a n l a m b a t s e k a l i . O l e h k a r e n a i t u s e o r a n g w i r a n i a g a

h a r u s d i b e k a l i k e a h l i a n d a n k e t r a m p i l a n b e r k o m u n i k a s i y a n g b a i k t e r h a d a p

k o n s u m e n .

C V . O T O V A L D O a d a l a h s a l a h s a t u u s a h a d i k o t a P a l e m b a n g y a n g

m e r u p a k a n u s a h a s w a s t a y a n g m e n i m b u l k a n p e r s a i n g a n y a n g s e m a k i n

k o m p e t i t i f d a n m e n u n t u t C V . O T O V A L D O u n t u k m e n j a g a e k s i s t e n s i

d e n g a n b e k e r j a k e r a s . C V . O T O V A L D O b e r g e r a k d a l a m b i d a n g j u a l b e l i

k e n d a r a a n r o d a e m p a t . K i t a k e t a h u i d i m a n a s e k a r a n g i n i t e l a h b a n y a k

p e r u s a h a a n y a n g m e m b a n g u n u s a h a s e r u p a . D a l a m m e m a s a r k a n p r o d u k n y a

C V . O T O V A L D O m e m i l i k i 4 ( e m p a t ) w i r a n i a g a , d i m a n a 2 ( d u a )

w i r a n i a g a b e r t u g a s m e l a y a n i k o n s u m e n d i s h o w r o o m d a n 2 ( d u a ) w i r a n i a g a

b e r t u g a s m e n a w a r k a n p r o d u k n y a d i l a p a n g a n . W i r a n i a g a d i t u n t u t d a p a t

s e b a i k m u n g k i n m e l a y a n i k o n s u m e n d e n g a n m e m b u j u k , m e n j e l a s k a n d a n

3

m e m b e r i t a h u k u a l i t a s d a r i p r o d u k y a n g d i t a w a r k a n s e h i n g g a k o n s u m e n

d a p a t t e r t a r i k d a n m e m b e l i p r o d u k y a n g d i t a w a r k a n t e r s e b u t . S e d a n g k a n

u n t u k k o n s u m e n y a n g i n g i n m e n j u a l k e n d a r a a n n y a w i r a n i a g a h a r u s b i s a

m e l a k u k a n t a w a r m e n a w a r d e n g a n b a i k s e h i n g g a a k a n t i m b u l s u a t u

k e s e p a k a t a n y a n g s a l i n g m e n g u n t u n g k a n .

W i r a n i a g a y a n g d i m i l i k i C V . O T O V A L D O P a l e m b a n g m a s i h r e n d a h

i n i d a p a t d i l i h a t d a r i k e m a m p u a n w i r a n i a g a d a l a m b e r k o m u n i k a s i p a d a s a a t

m e n a w a r k a n d a n m e n j e l a s k a n p r o d u k . H a l i n i d a p a t d i l i h a t j u g a d a r i

p e n j u a l a n y a n g m e n g a l a m i p e n u r u n a n s e h i n g g a p e n j u a l a n k e n d a r a a n r o d a

e m p a t i n i b e l u m o p t i m a l .

M e n i n g k a t k a n p e n j u a l a n n y a m a k a C V . O T O V A L D O h a r u s

m e m p e r h a t i k a n k e g i a t a n p e m a s a r a n n y a t e r u t a m a p a d a w i r a m a g a s u p a y a

a p a y a n g d i l a k u k a n n y a d a p a t m e n i n g k a t k a n p e n j u a l a n y a n g t e l a h

d i t a r g e t k a n o l e h p e r u s a h a a n s e c a r a e f e k t i f d a n e f i s i e n . D i l i h a t d a r i u r a i a n

d i a t a s m a k a p e n u l i s t e r t a r i k u n t u k m e n g a d a k a n p e n e l i l i a n d i b i d a n g

p e m a s a r a n d e n g a n j u d u l " P e n g a r u h K e c a k a p a n T e n a g a Personal selling

T e r h a d a p P e n i n g k a t a n P e n j u a l a n P a d a C V . O T O V A L D O P a l e m b a n g " .

B. Rumusan Masaikh

B e r d a s a r k a n u r a i a n d a r i l a t a r b e l a k a n g d i a t a s , m a k a p e n u l i s

m e r u m u s k a n m a s a l a h p e n e l i t i a n i n i a d a l a h :

4

1 . B a g a i m a n a p e n g a r u h k e c a k a p a n t e n a g a personal selling t e r h a d a p

p e n i n g k a t a n p e n j u a l a n p a d a C V . O T O V A L D O P a l e m b a n g .

2 . B a g a i m a n a h u b u n g a n a n t a r a k e c a k a p a n t e n a g a personal selling


C . Tujuan Penelitian

B e r d a s a r k a n m a s a l a h y a n g d i k e m u k a k a n d i a t a s , m a k a y a n g m e n j a d i

t u j u a n p e n e l i t i a n i n i a d a l a h u n t u k m e n g e t a h u i d a n m e n g a n a l i s i s :

1 . P e n g a r u h k e c a k a p a n t e n a g a personal selling t e r h a d a p p e n i n g k a t a n

p e n j u a l a n p a d a C V . O T O V A L D O P a l e m b a n g .

2 . H u b u n g a n a n t a r a k e c a k a p a n t e n a g a personal selling t e r h a d a p


D. Manfaat penelitian

1 . B a g i P e n u l i s

M e n a m b a h w a w a s a n s e r t a d a p a t m e n e r a p k a n i l m u - i l m u y a n g t e l a h

d i p e r o l e h s e l a m a m a s a p e r k u l i a h a n k h u s u s n y a k o n s e n t r a s i i l m u

m a n a j e m e n p e m a s a r a n .

5

2 . B a g i P e r u s a h a a n

H a s i l d a r i p e n e l i t i a n i n i d a p a t d i j a d i k a n s e b a g a i r e k o m e n d a s i b a g i

p e r u s a h a a n u n t u k m e n g e t a h u i p e n g a r u h t e n a g a personal selling


3 . B a g i A l m a m a t e r

S e b a g a i i n f o r m a s i a t a u p e n d a h u l u a n b a g i p e n e l i t i l a i n p a d a b i d a n g

y a n g d i m a s a y a n g a k a n d a t a n g .

6

B A B n

KAJIAN PUSTAKA

A. Penelitian Sebelumnya

B e r d a s a r k a n p e n e l i t i a n s e b e l u m n y a y a n g d i l a k u k a n o l e h A n d i A r d y a n

( 2 0 0 7 ) y a n g j u d u l n y a : P e n g a r u h B i a y a Personal Selling T e r h a d a p

P e n j u a l a n E l e k t r o n i k d a n F u r n i t u r e P a d a P T . C o l u m b i n d o P e r d a n a

P a l e m b a n g . P e n i m u s a n m a s a l a h d a l a m s k i p s i i n i a d a l a h b a g a i m a n a

p e n g a r u h b i a y a personal selling t e r h a d a p p e n j u a l a n e l e k t r o n i k d a n

f u r n i t u r e p a d a P T . C o l u m b i n d o P e r d a n a P a l e m b a n g . A d a p u n t u j u a n

p e n e l i t i a n n y a a d a l a h s e b e r a p a b e s a r h u b u n g a n p e n g a r u h b i a y a personal

selling t e r h a d a p p e n j u a l a n e l e k t r o n i k d a n f u r n i t u r e p a d a P T . C o l u m b i n d o

P e r d a n a P a l e m b a n g .

J e n i s p e n e l i t i a n n y a a d a l a h m e n g g u n a k a n m e t o d e a n a l i s i s k u a n t i t a t i f

d e n g a n a l a t a n a l i s i s R e g r e s i s e d e r h a n a d e n g a n r u m u s Y = a + b x d a n d a t a

k u a l i t a t i f y a n g m e n g g a m b a r k a n d a n m e n g h u b u n g k a n t e o r i - t e o r i

m a n a j e m e n p e m a s a r a n t e n t a n g personal selling d a n p e n j u a l a n . H a s i l

p e n e l i t i a n p e n u l i s d a p a t m e n y i m p u l k a n b e r d a s a r k a n h a s i l a n a l i s i s r e g r e s i

m e n u n j u k a n a d a n y a p e n g a r u h personal selling t e r h a d a p p e n j u a l a n

e l e k t r o n i k d a n f u r n i t u r e p a d a P T . C o l u m b i n d o P e r d a n a P a l e m b a n g , i n i

t e r b u k t i d e n g a n h a s i l y = 2 5 1 5 , 4 1 + 4 , 5 3 ( X ) . N i l a i k o e f i s i e n b = 4 , 5 3 , b i l a

7

b i a y a personal selling b e r t a m b a h 1 m a k a n i l a i r a t a - r a t a s e j u m l a h a k a n

b e r t a m b a h 4 , 5 3 d a n h a s i l a = 2 5 1 5 , 4 1 , k o e f i s i e n k o r e l a s i m e n y a t a k a n

b a h w a b i a y a p e r s o n a l s e l l i n g m e m p u n y a i h u b i m g a n , h a l i n i d i b u k t i k a n

n i l a i ( r ) = 0 , 9 9 y a n g b e r a r t i h u b u n g a n b i a y a s e c a r a s i g n i f i k a n h a l t e r s e b u t

d a p a t d i b u k t i k a n d e n g a n h a s i l t e s D e t e m i n a s i a t a u ( r ) s e b e s a r 0 . 9 8 y a n g

b e r a r t i b a h w a b i a y a personal selling b e r p e n g a r u h s e b e s a r 9 8 % t e r h a d a p

p e n j u a l a n e l e k t r o n i k d a n f u r n i t u r e . D a n h a n y a 2 % n i l a i p e n j u a l a n d i

p e n g a r u h i o l e h f a k t o r - f a k t o r l a i n d i l u a r d a r i b i a y a personal selling.

B e r d a s a r k a n n i l a i T - h i t u n g = 1 2 , 1 , n i l a i t e r s e b u t l e b i h b e s a r d a r i p a d a n i l a i

T - t a b e l = 3 , 1 8 2 . H a s i l p e n e l i t i a n t e r u n g k a p b a h w a b i a y a personal selling

m e m i l i k i h u b u n g a n d a n p e n g a r u h s e c a r a s i g n i t i f t e r h a d a p p e n j u a l a n .

B e r d a s a r k a n p e n e l i t i a n s e b e l u m n y a b e r i k u t n y a y a n g d i l a k u k a n o l e h

A k h m a d Z a k i r ( 2 0 0 4 ) d e n g a n j u d u l P e n g a r u h T e n a g a P e n j u a l T e r h a d a p

P e m e g a n g P o l i s p a d a P T . A s u r a n s i C e n t r a l A s i a C a b a n g P a l e m b a n g .

R u m u s a n m a s a l a h n y a a d a l a h b a g a i m a n a p e n g a r u h d a n b u b u n g a n t e n a g a

p e n j u a l t e r h a d a p p e m e g a n g p o l i s p a d a P T . A s u r a n s i C e n t r a l A s i a C a b a n g

P a l e m b a n g . T u j u a n n y a a d a l a h u n t u k m e n g e t a h u i p e n g a r u h d a n h u b u n g a n

t e n a g a p e n j u a l t e r h a d a p p e m e g a n g p o l i s p a d a P T . A s u r a n s i C e n t r a l A s i a

C a b a n g P a l e m b a n g l .

M e t o d e p e n e l i t i a n y a n g d i g u n a k a n y a i t u u n i t p e n e l i t i a n n y a a d a l a h P T .

A s u r a n s i C e n t r a l A s i a C a b a n g P a l e m b a n g . O p e r a s i o n a l v a r i a b e l n y a

a d a l a h t e n a g a p e n j u a l d a n p e m e g a n g p o l i s . D a t a y a n g d i g u n a k a n a d a l a h

8

d a t a p r i m e r b e r u p a a k t i v i t a s p e r u s a h a a n d a n k e g i a t a n t e n a g a p e n j u a l s e r t a

d a t a s e k u n d e r b e r u p a s e j a r a h s i n g k a t p e r u s a h a a n , j u m l a h t e n a g a p e n j u a l

d a n j u m l a h p e m e g a n g p o l i s .

T e k n i k p e n g u m p u l a n d a t a n y a a d a l a h w a w a n c a r a s e c a r a l i s a n k e p a d a

p i h a k p e r u s a h a a n m e n g e n a i o b j e k y a n g a k a n d i b a h a s , d o k u m e n t a s i b e r u p a

c a t a t a n , b u k u , s u r a t , m a s a l a h l a i n n y a d a l a m p e n e l i t i a n i n i u n t u k

m e m p e l a j a r i h a l - h a l d a l a m b u k u p e r p u s t a k a a n y a n g b e r h u b u n g a n d e n g a n

m a s a l a h s e r t a o b s e r v a s i y a i t u m e n g a d a k a n p e n g a m a t a n l a n g s u n g ,

p e n c a t a t a n d a n a n a l i s i s k e l o k a s i p e n e l i t i a n . A d a p u n m e t o d e a n a l i s i s y a n g

d i g u n a k a n d a i a r a p e n e l i t i a n t e r s e b u t a d a l a h m e t o d e a n a l i s i s k u a n t i t a t i f .

B e r u p a a n a l i s i s r e g r e s i s e d e r h a n a , a n a l i s i s k o e f i s i e n k o r e l a s i d a n t e s t

k o e f i s i e n k o r e l a s i ( u j i t ) s e r t a s a n a l i s i s k u a l i t a t i f b e r u p a m e n g g u n a k a n

t e o r i - t e o r i y a n g ' b e r k a i t a n d e n g a n m a s a l a h - m a s a l a h y a n g d i h a d a p i

p e r u s a h a a n s e h i n g g a d a r i p e r u s a h a a n t e r s e b u t d a p a t d i a m b i l s u a t u

k e s i m p u l a n y a n g d a p a t d i j a d i k a n b a h a n u n t u k m e n j a w a b p e r m a s a l a h a n

y a n g a d a .

A n a l i s i s d a p a t d i t a r i k k e s i m p u l a n b a h w a a d a n y a p e n g a r u h d a n

h u b u n g a n a t a u t i d a k a n t a r a t e n a g a p e n j u a l t e r h a d a p p e m e g a n g p o l i s d a p a t

d i l i h a t d a r i h a s i l k p n s t a n t a r e g r e s i y a i t u s e b e s a r 5 7 4 , k o e f i s i e n r e g r e s i y a i t u

s e b e s a r 4 9 , k o e f i s i e n k o r e l a s i y a i t u 0 , 9 7 0 d a n t-value y a i t u s e b e s a r 6 , 9 1 3 .

B e r d a s a r k a n h a s i l a n a l i s i s t e r s e b u t m a k a a n t a r a t e n a g a p e n j u a l d a n

p e m e g a n g p o l i s t e r d a p a t p e n g a r u h d a n s a l i n g b e r h u b u n g a n e r a t .

9

B. Landasan Teori

1 . B a u r a n P e m a s a r a n

M e n u n i t F r e d d y R a n g k u t i ( 2 0 0 9 : 2 2 ) , b a u r a n p e m a s a r a n a d a l a h

p e r a n g k a t a l a t p e m a s a r a n y a n g d i g u n a k a n p e r u s a h a a n u n t u k

m e n c a p a i t u j u a n p e m a s a r a n n y a d a l a m p a s a r s a s a r a n n y a .

I

S e d a n g k a n m e n u r u t K o t l e r d a n A r m s t r o n g ( 2 0 0 3 : 7 7 ) b a u r a n

p e m a s a r a n a d a l a h s e r a n g k a i a n a l a t p e m a s a r a n t a k t i s ( p r o d u k ,

h a r g a , d i s t r i b u s i d a n p r o m o s i ) y a n g d a p a t d i k e n d a l i k a n , y a n g d i

p a d u k a n o l e h p e r u s a h a a n u n t u k m e n g h a s i l k a n t a n g g a p a n y a n g

d i i n g i n k a n p e r u s a h a a n d a l a m p a s a r s a s a r a n .

2 . B a u r a n P r o m o s i

M e n u r u t F a n d y T j i p t o n o ( 2 0 0 5 : 2 2 2 ) b a u r a n p r o m o s i d a p a t

d i b e d a k a n a t a s b e b e r a p a g o l o n g a n y a i t u :

a . Mass Selling m e r u p a k a n p e n d e k a t a n y a n g m e n g g u n a k a n

m e d i a k o m u n i k a s i u n t u k m e n y e d i a k a n i n f o r m a s i k e p a d a

k h l a y a k r a m a i d a l a m s a t u w a k t u .

1 ) P e r i k l a n a n

I k l a n m e r u p a k a n b e n t u k k o m u n i k a s i t i d a k l a n g s u n g , y a n g

d i d a s a r i p a d a i n f o r m a s i t e n t a n g k e u n g g u l a n d a n

k e u n t u n g a n s u a t u p r o d u k , y a n g d i s u s u n s e d e m i k i a n r u p a

10

s e h i n g g a m e n i n b u l k a n r a s a y a n g m e n y e n a n g k a n y a n g

a k a n m e r u b a h f i k i r a n o r a n g u n t u k m e m b e l i ,

2 ) P u b l i s i t a s

B e n t u k p e n y a j i a n d a n p e n y e b a r a n i d e , b a r a n g d a n j a s a

n o n p e r s o n a l , y a n g m a n a o r a n g a t a u o r g a n i s a s i

d i u n t u n g k a n t i d a k m e m b a y a r i t u .

b . Public relation m e r u p a k a n u p a y a k o m u n i k a s i m e n y e l u r u h

d a r i s u a t u o r g a n i s a s i u n t u k m e m p e n g a r u h i p e r s e p s i , o p i n i ,

k e y a k i n a n d a n s i k a p b e r b a g a i k e l o m p o k t e r h a d a p o r g a n i s a s i

t e r s e b u t

c . Direct Marketing a d a l a h s y s t e m p e m a s a r a n y a n g b e r s i f a t

i n t a k t i f , y a n g m e m a n f a a t k a n s a t u a t a u b e b e r a p a m e d i a d a n

u n t u k m e n i m b u l k a n r e s p o n y a n g t e r a t u r a t a u m t e r a k s i

d i s e i m b a n g l o k a s i .

d . Sales Promotion a d a l a h p e n i s a s i l a n g s u n g m e l a l u i

p e n g g u n a a n i n s e n t i f y a n g d a p a t d i a t u r u n t u k m e r a n g s a n g

m e m b e l i p r o d u k d e n g a n s e g e r a a t a u m e n i n g k a t k a n j u m l a h

b a r a n g y a n g d i b e l i p e l a n g g a n .

e . Personal Selling a d a l a h k o m u n i k a s i l a n g s u n g a t a u t a t a p

m u k a l a n g s u n g a n t a r a p e n j u a l d a n c a l o n p e l a n g g a n / p e m b e l i

11

d a n m e m b e n t u k p e m a h a m a n t e r h a d a p p r o d u k s e h i n g g a

m e r e k a a k a n m e n c o b a d a n m e m b e l i n y a .

3 . Personal Selling

M e n u r u t F a n d y T j i p t o n o ( 2 0 0 5 : 2 2 4 ) m e n d e f i n i k a n personal

selling a d a l a h k o m u n i k a s i l a n g s u n g a t a u t a t a p m u k a l a n g s u n g

a n t a r a p e n j u a l d a n c a l o n p e l a n g g a n / p e m b e l i d a n m e m b e n t u k

p e m a h a m a n p e l a n g g a n t e r h a d a p p r o d u k s e h i n g g a m e r e k a a k a n

m e n c o b a d a n m e m b e l i n y a . S e d a n g k a n m e n u r u t R d . S o e m a n e g a r a

( 2 0 0 6 : 4 3 ) m e n d e f i n i s i k a n p e r s o n a l s e l l i n g a d a l a h i r a p r o v i s a s i d a r i

p e n j u a l a n d e n g a n m e n g g u n a k a n k o m u n i k a s i a person to person

communication.

D a r i k e d u a d e f e n i s i d i a t a s d a p a t d i s i m p u l k a n b a h w a p e r s o n a l

s e l l i n g a d a l a h k o m u n i k a s i l a n g s u n g t a t a p m u k a a n t a r a p e n j u a l d a n

c a l o n p e m b e l i a t a u p e l a n g g a n (a person to person communication)

u n t u k m e m p e r k e n a l k a n s u a t u p r o d u k k e p a d a c a l o n

p e l a n g g a n / p e m b e l i d a n m e m b e n t u k p e m a h a m a n p e l a n g g a n

t e r h a d a p p r o d u k s e h i n g g a m e r e k a k e m u d i a n a k a n m e n c o b a d a n

m e m b e l i n y a .

M e n u r u t B a s u S w a s t a . D H ( 2 0 0 1 : 1 4 9 ) personal selling

m e r u p a k a n k e g i a t a n y a n g m e m p u n y a i p e r a n a n p e n t i n g d a l a m

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p r o s e s k o m u n i k a s i p e r u s a h a a n . D a l a m h a l i n i , t u g a s - t u g a s d a r i

p a r a s a l e s a n t a r a l a i n :

a . M e n y e b a r l u a s k a n i n f o r m a s i k e p a d a p e m b e l i , m i s a l n y a

i n f o r m a s i t e n t a n g : p r o d u k y a n g d i t a w a r k a n , w a k t u

p e n g i r i m a n , h a r g a p o t o n g a n , s y e i r a t - s y a r a t t e k n i s , g a r a n s i d a n

s e r v i s p e r b a i k a n .

b . M e m b u j u k d a n m e m p e n g a r u h i c a l o n p e m b e l i u n t u k m e m b e l i ,

m i s a l n y a : d e n g a n m e m p e r l i h a t k a n b a g a i m a n a p r o d u k t e r s e b u t

d a p a t m e m e n u h i k e i n g i n a n p e m b e l i , m e n g a t a s i p e n o l a k a n d a r i

p e m b e l i .

c. M e m b e r i k a n p e l a y a n a n k e p a d a p e m b e l i . D i s i n i w i r a n i a g a

b e r u s a h a m e m b a n t u p e m b e l i u n t u k m e n g a t a s i m a s a l a h -

m a s a l a h y a n g b e r k a i t a n d e n g a n p r o d u k y a n g d i a w a r k a n o l e h

p e r u s a h a a n - p e r u s a h a a n , s e p e r t i : p e n y a m p a i a n p e s a n a n ,

r e p a r a s i , p e m e l i h a r a a n , p e n y i m p a n a n d a n l a t i h a n c a r a

p e n g g u n a a n p r o d u k .

d . M e m b e r i k a n i n f o r m a s i p a s a r k e p a d a p e r u s a h a a n , m i s a l n y a :

i n f o r m a s i t e n t a n g p e r u b a h a n h a r g a s a i n g a n , p r o d u k b a m ,

p e n j u a l a n o l e h p e s a i n g , m a s a l a h r e p a r a s i d a n s e b a g a i n y a .

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4 . P e n j u a l a n

M e n u r u t B a s u S w a s t h a ( 2 0 0 1 : 9 ) , p e n j u a l a n m e r u p a k a n

i n t e r a k s i a n t a r i n d i v i d u s a l i n g b e r t e m u m u k a y a n g d i t u j u k a n u n t u k

m e n c i p t a k a n , m e m p e r b a i k i d a n m e n g u a s a i a t a u m e m p e r t a h a n k a n

h u b u n g a n p e r t u k a r a n y a n g s a l i n g m e n g u n t u n g k a n b a g i p i h a k I m n .

a . L a n g k a h - l a n g k a h d a l a m p r o s e s p e n j u a l a n m e n u r u l K o t l e r d a n

A m s t r o n g ( 2 0 0 3 : 2 2 4 - 2 2 7 ) y a i t u :

1 . M e m i l i h d a n m e m u l a i p r o s p e k , y a i t u m e n g i d e n t i f i k a s i k a n

o r a n g - o r a n g y a n g d a p a t m a s u k s e b a g a i p e l a n g g a n a n

p o t e n s i a l .

2 . P r a - p e n d e k a t a n , y a i t u l a n g k a h d a l a m p r o s e s p e n j u a l a n

d i m a n a w i r a m a g a b e l a j a r s e b a n y a k m u n g k i n m e n g e n a i

s e o r a n g p e l a n g g a n y a n g p r o s p e k t i f s e b e l u m k u n j u n g a n

p e n j u a l a n .

3 . P e n d e k a t a n , y a i t u l a n g k a h d a l a m p r o s e s p e n j u a l a n d i m a n a

w i r a n i a g a b e r t e m u d a n m e n y a p a p e m b e l i i m t u k

m e n d a p a t k a n h u b u n g a n a t a u u n t u k m e m u l a i s u a t u a w a l

y a n g b a i k .

4 . P r e s e n t a s i d a n d e m o , y a i t u l a n g k a h d a l a m p r o s e s p e n j u a l a n

d i m a n a w i r a n i a g a m e n c e r i t a k a n riwayat p r o d u k k e p a d a

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p e m b e l i , m e n u n j u k a n b a g a i m a n a p r o d u k a k a n

m e n g h a s i l k a n a t a u m e n g h e m a t u a n g b a g i p e m b e l i .

5 . M e n g e n a i k e b e r a t a n , y a i t u l a n g k a h d a l a m p r o s e s p e n j u a l a n

d i m a n a w i r a n i a g a raenyelidiki, m e n g k l a r i f i k a s i d a n

m e n g a t a s i k e b e r a t a n p e l a n g g a n u n t u k m e m b e l i .

6 . M e n u t u p p e n j u a l a n , y a i t u l a n g k a h d a l a m p r o s e s p e n j u a l a n

d i m a n a w i r a n i a g a m e n y a t a k a n a p a y a n g h e n d a k d i p e s a n

o l e h p e l a n g g a n .

7 . T i n d a k l a n j u t y a i t u l a n g k a h d a l a m p r o s e s p e n j u a l a n

d i m a n a w i r a n i a g a m e l a k u k a n t i n d a k l a n j u t s e t e l a h

p e n j u a l a n u n t u k m e m a s t i k a n k e p u a s a n p e l a n g g a n d a n

m e n g u l a n g i b i s n i s .

C a r a - c a r a p e n j u a l a n y a n g d a p a t d i l a k u k a n M e n u r u t B a s u

S w a s t h a ( 2 0 0 1 : 1 2 4 - 1 2 7 ) a d a l a h :

1 ) P e n j u a l a n l a n g s u n g

P e n j u a l a n l a n g s u n g d a p a t d i l a k u k a n d e n g a n d u a c a r a ,

y a i t u :

a ) P e t i j u a l a n m e l a l u i t o k o

P e n j u a l a n m e l a l u i t o k o i n i s e r i n g d i l a k u k a n i m t u k

p e n j u l a n s e c a r a e c e r a n . N a m u n t i d a k b e r a r t i b a h w a

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p e n j u a l a n e c e r a n i t u s e l a l u d i l a k u k a n m e l a l u i t o k o .

P e n j u a l a n d a l a m p a r t a i b e s a r p u n d a p a t d i l a k u k a n o l e h

p e n j u a l y a n g m e m i l i k i t o k o . D a i a r a h a l i n i p e m b e l i

h a r u s d a t a n g k e t o k o u n t u k m e n d a p a t k a n

k e b u t u h a n n y a .

b ) P e n j u a l a n d i l u a r t o k o

P e n j u a l a n d i l u a r t o k o d i l a k u k a n o l e h w i r a n i a g a d a r i

s e b u a h p e r u s a h a a n , o l e h p a r a p e d a g a n g k a k i l i m a ,

a t a u p u n o l e h p e n j a j a k e l i l i n g y a n g m e n a w a r k a n

b a r a n g n y a k e r u m a h - r u m a h k o n s u m e n . J a d i

t r a n s a k s i n y a t e r j a d i d i l u a r t o k o a t a u d i r u m a h

k o n s u m e n .

2 ) P e n j u a l a n t i d a k l a n g s u n g

K a r e n a p e n j u a l a t a u p r o d u s e n t i d a k b e r h a d a p a n m u k a

s e c a r a l a n g s u n g d e n g a n c a l o n p e m b e l i a t a u l a n g g a n a n n y a ,

m a k a t r a n s a k s i j u a l b e l i i t u d i l a k u k a n m e l a l u i :

a ) P e n j u a l a n m e l a l u i s u r a t / p o s

P r a k t e k p e n j u l a n m e l a l u i i n i s e r i n g t e r j a d i b i l a m a n a :

- K o n s u m e n t e r t a r i k d a n m e m b e l i p r o d u k s e p e r t i

y a n g t e r d a p a t d a l a m s e b u a h i k l a n a t a u c a t a l o g .

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- K o n s u m e n m e n g i s i f o r m u l i r p e s a n a n y a n g

d i t e r i m a s e c a r a l a n g s u n g d a r i p e n j u a l , a t a u

- L a n g s u n g m e n g i r i m p e s a n a n k e p a d a p e n j u a l

m e l a l u i p o s .

b ) P e n j u a l a n m e l a l u i t e l e p o n

D a l a m p e n j u a l a n m e l a l u i t e l e p o n i n i , b i a s a n y a

p e n j u a l l e b i h raengutamakan l a n g g a n a n a t a u

p e m b e l i y a n g s u d a h d i k e n a l n y a .

c ) P e n j u a l a n d e n g a n m e s i n o t o m a t i s

P e n j u a l a n d e n g a n m e s i n o t o m a t i s (automatic

vending machine) i n i d a p a t d i l a k u k a n u n t u k j e n i s

p r o d u k y a n g r e l a t i v e k e c i l b e n t u k n y a d a n n i l a i p e r

u n i t r e n d a h s e p e r t i p e r m e n .

P e r a n a n personal selling

M e n u r u t F r e d d y R a n g k u t i ( 2 0 0 9 : 1 8 2 - 1 8 3 ) s e o r a n g sales

promotion girl/boy d i k a t a k a n b e r p e r a n a p a b i l a i a m e n j a l a n k a n d a n

m e r e a l i s a s i k a n f u n g s i n y a d e n g a n b a i k . D e n g a n k a t a l a i n , s e o r a n g

sales promotion girl/boy d i k a t a k a n b e r p e r a n a p a b i l a :

a . K o n s u m e n l e b i h m e n g e n a i p r o d u k p e r u s a h a a n

17

b . M e n i n g k a t k a n p e n j u a l a n

c . A d a n y a p e l a n g g a n b a r u

d . M a k i n b a n y a k k o n s u m e n y a n g m e n j a d i l o y a l

Hipotesis

a . A d a n y a p e n g a r u h k e c a k a p a n t e n a g a personal selling t e r h a d a p


b . A d a n y a h u b u n g a n a n t a r a k e c a k a p a n t e n a g a personal selling t e r h a d a p


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BAB I I I

M E T O D E PENELITIAN

A. Jenis Penelitian

A d a p u n j e n i s - j e n i s p e n e l i t i a n m e n u r u t S u g i y o n o ( 2 0 0 0 : 8 6 ) , y a i t u :

1 . D e s k r i p t i f

A d a J a h d u g a a n t e n t a n g n i l a i s u a t u v a r i a b e l m a n d i r i t i d a k m e m b u a t

p e r b a n d i n g a n a t a u h u b u n g a n .

2 . K o m p e r a t i f

A d a l a h p e r s y a r a t a n y a n g m e n u n j u k a n d u g a a n n i l a i d a l a m s u a t u

v a r i a b e l a t a u l e b i h p a d a s a m p e l y a n g b e r b e d a

3 . A s o s i a t i f

A d a l a h p e n e l i t i a n y a n g b e r t u j u a n u n t u k m e n g e t a h u i h u b u n g a n a n t a r a

d u a v a r i a b e l a t a u l e b i h .

J e n i s p e n e l i t i a n y a n g d i g u n a k a n d a l a m p e n e l i t i a n i n i a d a l a h a s o s i a t i f d a n

v a r i a b e l y a n g d i a n g k a t d a l a m p e n e l i t i a n i n i a d a l a h K e c a k a p a n T e n a g a

Personal Selling d a n P e n j u a l a n .

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B. Tempat Penelitian

P e n e l i t i a n i n i d i l a k u k a n p a d a C V . O T O V A L D O P a l e m b a n g y a n g

b e r a l a m a t J l . V e t e r a n N o . 1 5 2 A P a l e m b a n g

C . Operasionalisasi Variabel

1 . K e c a k a p a n t e n a g a p e r s o n a l s e l l i n g m e r u p a k a n k e m a m p u a n ,

k e t r a m p i l a n , k e a h l i a n w i r a n i a g a d a l a m p r o s e s p e n j u a l a n d a n

p e m b e l i a n m o b i l k e p a d a k o n s u m e n C V . O T O V A L D O P a l e m b a n g .

A d a p u n i n d i k a t o r - i n d i k a t o r d a l a m personal selling:

a. K e s a n p e r t a m a

b . K e m a m p u a n t e n a g a personal selling

c . P e n g e t a h u a n t e n t a n g p r o d u k y a n g d i k o m u n i k a s i k a n

d . K e a h l i a n p e r s e n t a s i

e . T e k n i k m e n u t u p p e n j u a l a n

2 . P e n j u a l a n m e r u p a k a n i n t e r a k s i l a n g s u n g a n t a r a w i r a n i a g a d a n c a l o n

p e m b e l i p a d a C V . O T O V A L D O P a l e m b a n g . I n d i k a t o r - i n d i k a t o m y a :

a. L e b i h m e n g e n a i p e r u s a h a a n

b . L o y a l i t a s k o n s u m e n

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D. Populasi dan Sampel

M e n u r u t S u g i y o n o ( 2 0 0 0 : 5 5 ) p o p u l a s i a d a l a h w i l a y a h g e n e r a l i s a s i y a n g

t e r d i r i a t a s : o b j e k / s u b j e k y a n g m e m p u n y a i k u a l i t a s d a n k a r a k t e r i s t i k

t e r t e n t u y a n g d a p a t d i t e t a p k a n o l e h p e n e l i t i u n t u k m e m p e l a j a r i d a n

k e m u d i a n d i t a r i k k e s i m p u l a n . D a l a m p e n e l i t i a n i n i p o p u l a s i a d a l a h

s e m u a k o n s u m e n y a n g s e d a n g m e l a k u k a n p e m b e l i a n d i C V . O T O

V A L D O P a l e m b a n g . P o p u l a s i i n i b e r s i f a t i n f i n i t e , k a r e n a i t u d a r i

p o p u l a s i t e r s e b u t d i a m b i l s a m p e l s e b a n y a k 3 0 o r a n g , s e b a b b e r d a s a r k a n

p e n d a p a t J . S u p r a n t o ( 2 0 0 0 : 6 ) m e n y a t a k a n b a h w a a p a b i l a p o p u l a s i t i d a k

d i k e t a h u i j u m l a h n y a m a k a n > 3 0 s u d a h m e w a k i l i d a r i p o p u l a s i . A d ^ u n

m e t o d e p e n a r i k a n s a m p e l d e n g a n m e n g g u n a k a n m e t o d e Accidental

Sampling, d i m a n a k o n s u m e n d i a m b i l s e c a r a k e b e t u l a n ( H u s e i n U m a r ,

2 0 0 1 : 7 8 ) y a i t u k o n s u m e n y a n g s e d a n g b e r b e l a n j a d i C V , O T O V A L D O

P a l e m b a n g .

E . Data yang digunakan

M e n u r u t H u s e i n U m a r ( 2 0 0 2 : 1 3 0 ) , d a t a y a n g d i g u n a k a n t e r d i r i d a r i :

1 . D a t a P r i m e r

D a t a p r i m e r m e r u p a k a n d a t a y a n g d i d a p a t d a r i s u m b e r p e r t a m a b a i k

d a r i i n d i v i d u a t a u p e r o r a n g a n , s e p e r t i h a s i l w a w a n c a r a a t a u p e n g i s i a n

k u i s i o n e r .

21

2 . D a t a S e k u n d e r

D a t a s e k u n d e r m e r u p a k a n d a t a p r i m e r y a n g s u d a h d i o l a h l e b i h l a n j u t

d a n d i s a j i k a n b a i k o l e h p i h a k p e n g u m p u l d a t a p r i m e r a t a u o l e h p i h a k

l a i n .

D a l a m p e n e l i t i a n i n i d a t a y a n g d i g u n a k a n a d a l a h d a t a p r i m e r b e r u p a

j a w a b a n r e s p o n d e n t e n t a n g p e n g a r u h k e c a k a p a n t e n a g a personal

selling t e r h a d a p p e n i n g k a t a n p e n j u a l a n p a d a C V . O T O V A L D O

P a l e m b a n g .

Teknik Pengumpulan Data

M e n u r u t H u s e i n U m a r ( 2 0 0 1 : 4 9 - 5 1 ) , t e k n i k p e n g u m p u l a n d a t a d a p a t

d i l a k u k a n m e l a l u i 4 m e t o d e s e b a g a i b e r i k u t :

1 . M e t o d e k u i s i o n e r

K u i s i o n e r a d a l a h p e n g u m p u l a n d a t a d e n g a n a t a u m e n g e l u a r k a n

d a f t a r p e r t a n y a a n k e p a d a r e s p o n d e n d e n g a n h a r a p a n m e m b e r i k a n

r e s p o n a t a s d a s a r p e r t a n y a a n t e r s e b u t .

2 . M e t o d e w a w a n c a r a

W a w a n c a r a a d a l a h t e k n i k p e n g u m p u l a n d a t a y a n g p e l a k s a n a a n n y a

d a p a t d i l a k u k a n s e c a r a l a n g s u n g b e r h a d a p a n d e n g a n r e s p o n d e n .

22

3 . M e t o d e O b s e r v a s i

O b s e r v a s i a d a l a h p e n g u m p u l a n d a t a d i m a n a p e n e l i t i a n a t a u

k o l a b o l a t o m y a raencatat i n f o r m a s i s e b a g a i m a n a y a n g m e r e k a

s i g n i f i k a n s e l a m a p e n e l i t i a n .

4 . M e t o d e D o k u m e n t a s i

D o k u m e n t a s i a d a l a h c a c a t a n t e r t u l i s t e n t a n g b e r b a g a i k e g i a t a n s u a t u

p e r i s t i w a p a d a w a k t u y a n g l a l u .

T e k n i k p e n g u m p u l a n d a t a y a n g d i g u n a k a n a d a l a h k u e s i o n e r y a n g

d i s e b a r k a n k e p a d a k o n s u m e n p a d a C V . O T O V A L D O P a l e m b a n g .

G. Analisis Data dan Teknis Analisis

1 ) A n a l i s i s d a t a

M e n u r u t S o e r a t n o d a n L i n c o l y n ( 2 0 0 3 : 1 2 6 ) , a n a l i s i s d a t a t e r d i r i

d a r i :

a . A n a l i s i s k u a l i t a t i f

A n a l i s i s k u a l i t a t i f y a i t u p e n e l i t i a n d e n g a n m e n g g u n a k a n d a t a

y a n g d i b e n t u k k a t a , k a l i m a t , s k e m a d a n g a m b a r s e r t a

d i b a o d i n g k a n d e n g a n t e o r i y a n g r e l e v a n .

23

b . A n a l i s i s k u a n t i t a t i f

A n a l i s i s k u a n t i t a t i f y a i t u a n a l i s i s y a n g d i l a k u k a n j i k a d a t a y a n g

d i k u m p u l k a n b e r j u m l a h b e s a r d a n m u d a h d i k l a s i f i k a s i k a n d a l a m

k a t e g o r i .

D a l a m p e n e l i t i a n i n i p e n u l i s m e n g g u n a k a n a n a l i s i s k u a l i t a t i f d a n

k u a n t i t a t i f . P e n g u k u r a n t e r h a d a p d a t a d a r i j a w a b a n r e s p o n d e n

m e n g g u n a k a n s k a l a l i k e r t . M e n u n i t S u g i y o n o s k a l a l i k e r t

a d a l a h y a n g d i g u n a k a n u n t u k m e n g u k u r s i k a p , p e n d a p a t d a n

p e r s e p s i s e s e o r a n g y a n g d a p a t b e r u p a p e r t a n y a a n d a n

p e m y a t a a n . U n t u k m e n g k u a n t i t a t i f l c a n d a t a k u a l i t a t i f d i g u n a k a n

s k a l a l i k e r t d e n g a n j a w a b a n r e s p o n d e n s e b a g a i b e r i k u t :

S a n g a t S e t u j u

S e t u j u

N e t r a l

T i d a k S e t u j u

S a n g a t T i d a k S e t u j u

S S S k o r :

N

T S

S T S

2 ) T e k n i k a n a l i s i s

M e t o d e k u a n t i t a t i f a d a l a h a n a l i s i s y a n g d i g u n a k a n u n t u k m e n g e t a h u i

p e n g a r u h k e c a k a p a n t e n a g a personal selling t e r h a d a p p e n i n g k a t a n

24

p e n j u a l a n p a d a C V . O T O V A L D O P a l e m b a n g . A n a l i s i s k u a n t i t a t i f

y a n g d i g u n a k a n :

a . A n a l i s i s r e g r e i l i n i e r s e d e r h a n a

A n a l i s i s r e g r e s i l i n i e r s e d e r h a n a d i g u n a k a n u n t u k m e n g e t a h u i

p e n g a r u h a n t a r a k e c a k a p a n t e n a g a p e r s o n a l s e l l i n g ( X ) d e n g a n

p e n j u a l a n ( Y ) , y a i t u d e n g a n r u m u s S a m s u b a r S a l e h ( 2 0 0 4 : 1 1 8 )

a d a l a h :

Y = a + bX

D i m a n a n i l a i a d a n b d i h i t u n g d e n g a n p e r s a m a a n :

a ( l Y X I X ' ) - d X X I X Y )

n I X ' - d X ) '

b n I X Y - ( Z X ) G ; Y )

n i x ' - d X ) '

D i m a n a

a B i l a n g a n K o n s t a n

b K o e f i s i e n r e g r e s i

X K e c a k ^ a n T e n a g a Personal Selling

25

Y = P e n j u a l a n

r = J u m l a h d a t a

A n a l i s i s k o r e l a s i s e d e r h a n a

M e n u r u t S a m s u b a r S a l e h ( 2 0 0 4 ; 1 3 5 ) , a n a l i s i s d a p a t d i g u n a k a n

u n t u k m e n g u k u r k e e r a t a n h u b u n g a n a n t a r a d u a v a r i a b l e a n t a r a

k e c a k a p a n t e n a g a personal selling ( X ) d e n g a n p e n j u a l a n ( Y ) ,

y a i t u :

n Z X Y - d X ) ( I V )

>/f (nIX'-(IX)' )IIn2:Y'-(IY)' )

D i m a n a :

= K o e f i s i e n k o r e l a s i

n = J u m l a h d a t a

X = KQcakzpanTenaga Personal Selling

— P e n j u a l a n

K o e f i s i e n k o r e l a s i d i n y a t a k a n d e n g a n r b e s a m y a a n t a r a - 1

s a m p a i + 1 , p e n g e r t i a n k o r e l a s i p a d a a n g k a t e r c a n t u m

y a i t u :

26

1 ) J i k a r = + 1 a t a u m e n d e k a t i 1 m a k a a r t i n y a m e m p u n y a i

h u b u n g a n y a n g k u a t d a n p o s i t i f a n t a r v a r i a b e l T e n a g a

Personal Selling p C ) t e r h a d a p P e n j u a l a n ( Y ) s e r t a

s i f a t n y a s e a r a h

2 ) J i k a r = - 1 a t a u m e n d e k a t i - 1 a r t i n y a m e m p u n y a i

h u b u n g a n y a n g k u a t d a n n e g a t i v e a n t a r a v a r i a b e l

T e n a g a Personal Selling ( X ) t e r h a d a p P e n j u a l a n ( Y )

s e r t a s i f a t n y a b e r l a w a n a n a r a h .

3 ) J i k a r = 0 a t a u m e n d e k a t i 0 h u b u n g a n a n t a r a v a r i a b e l

T e n a g a Personal Selling ( X ) t e r h a d a p P e n j u a l a n ( Y )

t i d a k a d a s a m a s e k a l i a t a u s a n g a t l e m a h .

U j i h i p o t e s i s

U n t u k m e n g u j i h i p o t e s i s p e n e l i t i a n a k a n d i l a k u k a n u j i t y a i t u

u n t u k m e l i h a t k o e f i s i e n r e g r e s i d a n k o e f i s i e n k o r e l a s i t e r s e b u t

m e m b e r i k a n p e n g a r u h d a n h u b u n g a n y a n g n y a t a a t a u t i d a k

t e r h a d a p p e n j u a l a n . M e n u r u t M . I q b a l ( 2 0 0 3 : 2 4 1 ) , l a n g k a h -

l a n g k a h p e n g u j i a n h i p o t e s i s a d a l a h s e b a g a i b e r i k u t :

1 ) T e n t u k a n h i p o t e s i s n o l ( H o ) d a n h i p o t e s i s a l t e m a t i f ( H a ) d a r i

p e n j u a l a n .

27

H 0 | : T i d a k a d a p e n g a r u h d a n h u b u n g a n a n t a r a k e c a k a p a n

t e n a g a personal selling t e r h a d a p p e n i n g k a t a n p e n j u a l a n .

I | a : A d a p e n g a r u h d a n h u b u n g a n a n t a r a k e c a k a p a n

t e n a g a personal selling t e r h a d a p p e n i n g k a t a n p e n j u a l a n .

2 ) H i t u n g h a r g a t a b e l b e r d a s a r k a n t a r i f s i g n i f i k a n d a n d e r a j a t

k e b e b a s a n d e n g a n r u m u s :

6

Ttab= : d f (n-2 )

2

D i m a n a :

T t a b = N i l a i t a b e l

d = T a r i f s i g n i f i k a n ( 5 % = 0 , 0 5 )

d f = d e r a j a t k e b e b a s a n

n = J u m l a h d a t a

3 ) M e r h b u a t k r i t e r i a p e n g u j i a n

H o d i t o l a k d a n H a d i t e r i m a a p a b i l a t h i t u n g > t t a b e l

H o d i t e r i m a d a n H a d i t o l a k a p a b i l a t h i t u n g < t t a b e l

28

4 ) M e n e n t u k a n n i l a i u j i s t a t i s t i k

U n t u k m e n g e t a h u i a p a k a h s u a t u h i p o t e s i s i t u d i t e r i m a a t a u

d i t o l a k a k a n d i l a k u k a n u j i h i p o t e s i s d i m a n a H o d i t e r i m a

d a n H a d i t o l a k d e n g a n r u m u s :

th = r V ( n - 2 )

V ( l - r ' )

D i m a n a :

t = t h i t u n g

r = k o e f i s i e n k o r e l a s i

n = j u m l a h d a t a .

A n a l i s i s K o e f i s i e n D e t e r m i n a s i

K o e f i s i e n d e t e r m i n a s i d i g u n a k a n u n t u k m e n g u k u r b e s a m y a

k o n t n b u s i v a r i a b i i i t a s X t e r h a d a p v a r i a b i i i t a s Y d e n g a n r a m u s

s e b a g a i b e r i k u t :

R = r ' x l O O %

29

BAB IV

HASIL P E N E L I T I A N DAN PEMBAHASAN

Hasil Penelitian

L Gambaran Umum CV. OTO VALDO Palembang

C V . O T O V A L D O P a l e m b a n g a d a l a h s u a t u w i r a u s a h a y a n g

b e r l o k a s i d i J l . V e t e r a n N o . 1 5 2 A P a l e m b a n g . C V . O T O V A L D O

P a l e m b a n g b e r d i r i p a d a t a h u n 2 0 0 4 b e r t i n d a k s e l a k u p i m p i n a n

p e r u s a h a a n a d a l a h B a p a k . H . A b d u l R a s y i d y a n g b e r a l a m a t d i J l . S a i d

T o y i b N o . 1 9 K e b o n S i r i h K e n t e n P a l e m b a n g . P a d a a w a l t a h u n

b e r d i r i n y a C V . O T O V A L D O h a n y a s e d i k i t m e n j u a l d a n m e m b e l i

m o b i l . S e m a k i n p e s a t n y a p e r k e m b a n g a n b i s n i s i n i m a k a s e d i k i t d e m i

s e d i k i t s e m a k i n m e n i n g k a t j u g a j u a l b e l i m o b i l .

2. Aktivitas Perusahaan

A k t i v i t a s p e r u s a h a a n d a p a t d i a r t i k a n s u a t u k e g i a t a n y a n g

b e r l a n g s u n g p a d a p e r u s a h a a n d i d a l a m m e n g h a s i l k a n p r o d u k b a i k

b e r u p a b a r a n g d a n j a s a . A k t i v i t a s t e r s e b u t m u l a i d a r i m e r e n c a n a k a n ,

p e n g o r g a n i s a r i a n , p e n g e c e k a n d a n p e n g a w a s a n s e s u a i d e n g a n b i d a n g

i n d u s t r i y a n g d i h a s i l k a n .

30

M a j u m u n d u m y a s u a t u p e r u s a h a a n d a p a t d i l i h a t d a r i l a n c a m y a

p e n j u a l a n b a r a n g a t a u j a s a y a n g d i h a s i l k a n . A p a b i l a k e g i a t a n d a l a m

p e r u s a h a a n t i d a k m a m p u m e n j u a l b a r a n g a t a u j a s a y a n g d i h a s i l k a n

m a k a k e l a n g s u n g a n h i d u p d a r i p e r u s a h a a n t e r s e b u t a k a n t e r g a n g g u .

P a d a C V . O T O V A L D O P a l e m b a n g p e m a s a r a n p r o d u k n y a

d i l a k u k a n d e n g a n m e l a k u k a n p e l a y a n a n l a n g s u n g a r t i n y a d i m a n a

p e r u s a h a a n m e l a y a n i k o n s u m e n y a n g d a t a n g s e c a r a l a n g s u n g u n t u k

m e n j u a l d a n m e m b e l i m o b i l y a n g m e r e k a i n g i n k a n . P e l a y a n a n 1

t e r s e b u t d i l a k u k a n o l e h personal selling. A d a p u n p e l a y a n a n l a i n y a n g

d i l a k u k a n personal selling C V . O T O V A L D O P a l e m b a n g a d a l a h

m e n d a t a n g i r u m a h k o n s u m e n y a n g i n g i n m e n j u a l m o b i l m e r e k a .

K o n s u m e n y a n g i n g i n m e m b e l i m o b i l C V . O T O V A L D O

P a l e m b a n g m e m b e r i k a n p e l a y a n a n p e m b a y a r a n b a i k s e c a r a t u n a i a t a u

k r e d i t . P e m b e l i a n m o b i l p a d a u m u m n y a d i l a k u k a n s e c a r a k r e d i t 1

t a h u n s a m p a i d e n g a n 3 t a h u n .

B e r h a s i l a t a u t i d a k n y a C V . O T O V A L D O P a l e m b a n g

b e r g a n t u n g p a d a h a s i l p e n j u a l a n d a n p e m b e l i a n m o b i l . K u n c i y a n g

m e n e n t u k a n b a g i s i k a p p e r u s a h a a n l e b i h l a g i p a d a C V . O T O V A L D O

P a l e m b a n g a d a l a h b a g a i m a n a p e r u s a h a a n t e r s e b u t d a p a t m e n j u a l d a n

m e m b e l i m o b i l d e n g a n d i b a n t u o l e h b e b e r a p a personal selling.

31

P a d a C V . O T O V A L D O P a l e m b a n g j u m l a h personal selling

s e t i a p t a h u n n y a m e n g a l a m i p e n a m b a h a n d a n d i i k u t i p u l a

p e r k e m b a n g a n j u m l a h p e n j u a l a n d a n p e m b e l i a n m o b i l p a d a C V . O T O

V A L D O P a l e m b a n g .

Gambaran Karakteristik Responden

S e t e l a h m e l a k u k a n p e n e l i t i a n t e r h a d a p 3 0 r e s p o n d e n y a n g m e r u p a k a n

k o n s u m e n y a n g s e d a n g m e l a k u k a n p e m b e l i a n a t a u p e n j u a l a n m o b i l

p a d a C V . O T O V A L D O P a l e m b a n g , a d a p u n k a r a k t e r i s t i k r e s p o n d e n

d a p a t d i l i h a t s e b a g a i b e r i k u t :

a . Karakteristik Responden Berdasarkan Jenis Kelamin

Tabel I V . I

Karakteristik Responden Berdasarkan JenislCelamin

No. Keterangan Frekuensi Persentase (%)

1 Laki-laki 24 80

2 Perempuan 6 20

Jumlah 30 100

B e r d a s a r k a n t a b e l d i a t a s , m e n u n j u k a n j e l a s j e n i s k e l a m i n d a r 3 0

r e s p o n d e n p a d a C V . O T O V A L D O P a l e m b a n g , d i m a n a j u m l a h

r e s p o n d e n l a k i - l a k i 2 4 o r a n g ( 8 0 % ) d a n p e r e m p u a n 6 o r a n g

32

( 2 0 % ) . J a d i responden y a n g p a l i n g b a n y a k m e l a k u k a n p e m b e l i a n

p a d a C V O T O V A L D O P a l e m b a n g a d a l a h l a k i - l a k i .

b. Karakteristik Responden Berdasarkan Usia

Tabel IV. 2

Karakteristik Responden Berdasarkan Usia


1 20 - 25 tahun 3 10

2 26 - 35 tahun 9 30

3 36 - 50 tahun 12 40

4 > 50 tahun 6 20

1 Jumlah 30 100

D a r i t a b e l d i a t a s m e n u n j u k a n d a r i 3 0 r e s p o n d e n p a d a C V . O T O

V A L D O P a l e m b a n g t e r d i r i d a r i b e r b a g a i m a c a m g o l o n g a n u s i a ,

d i m a n a j u m l a h u s i a 2 0 - 2 5 t a h u n a d a l a h 3 o r a n g ( 1 0 % ) , u s i a 2 6 - 3 5

t a h u n a d a l a h 9 o r a n g ( 3 0 % ) , u s i a 3 6 - 5 0 t a h u n a d a l a h 1 2 o r a n g

( 4 0 % ) d a n u s i a > 5 0 t a h u n a d a l a h 6 o r a n g ( 2 0 % ) . J a d i y a n g

m e m i l i k i j u m l h a t e r t i n g g i a d a l a h u s i a 3 6 - 5 0 t a h u n y a i t u 1 2 o r a n g

( 4 0 % ) d a n y a n g t e r e n d a h a d a l a h u s i a 2 0 - 2 5 t a h u n y a i t u 3 o r a n g

( 1 0 % ) . A r t m y a y a n g b a n y a k m e l a k u k a n p e m b e l i a n p a d a C V .

33

O T O V A j L D O P a l e m b a n g a d a l a h u s i a 3 6 - 5 0 t a h u n y a i t u 1 2 o r a n g

( 4 0 % ) .

Karakteristik Responden Berdasarkan Pekerjaan

Tabel I V 3

Karakteristik Responden Berdasarkan Pekerjaan


1 Wiraswasta 15 50

2 Pegawai Negeri 4 1333

3 Pegawai Swasta 9 30

4 Lain-lain 2 6,67

Jumlah 30 100

B e r d a s a r k a n t a b l e d i a t a s , m e n u n j u k a n j e n i s p e k e r j a a n d a r i 3 0

r e s p o n d e n p a d a C V . O T O V A L D O P a l e m b a n g , d i m a n a y a n g

m e m i l i k i n i l a i t e r t i n g g i a d a l a h w i r a s w a s t a s e b a n y a k 1 5 o r a n g

( 5 0 % 0 d a n r e s p o n d e n y a n g t e r e n d a h a d a l a h l a i n - l a i n s e b a n y a k 2

o r a n g ( 6 , 6 7 % ) . J a d i y a n g b a n y a k m e l a k u k a n p e m b e l i a n p a d a C V .

O T O V A L D O P a l e m b a n g a d a l a h w i r a s w a s t a .

34

d. Karakteristik Responden Berdasarkan Pendapatan

Tabel IV. 4

Karakteristik Responden Berdasarkan Pendapatan


1 1.000.000

2 1.000.000 - 2.000.000 3 10

3 2.000.000-3.000.000 11 36,67

4 >3.000.000 16 5333

Jumlah 30 100

B e r d a s a r k a n t a b l e d i a t a s , m e n u n u k a n b a h w a p e n d a p a t a n d a r i 3 0

r e s p o n d e n p a d a C V . O T O V A L D O P a l e m b a n g , d i m a n a r e s p o n d e n

y a n g m e m i l i k i n i l a i t e r t i n g g i a d a l a h p a d a p e n g h a s i l a n > R p .

3 . 0 0 0 . 0 0 0 s e b a n y a k 1 6 o r a n g ( 5 3 , 3 3 % ) d a n n i l a i t e r e n d a h p a d a

p e n d a p a t L R p . 1 . 0 0 0 . 0 0 0 - R p . 2 . 0 0 0 . 0 0 0 s e b a n y a k 3 o r a n g

( 1 0 % ) .

3 5

B. Hasil Pembahasan

1. Penilaian Konsumen Terhadap Kecakapan Tenaga Personal

Selling Pada CV. OTO VALOO Palembang.

D a r i 3 0 r e s p o n d e n y a n g t e l a h d i t e l i t i m a k a d i p e r o l e h h a s i l p e r h i t u n g a n

p e n i l a i a n k o n s u m e n t e r h a d a p k e c a k a p a n t e n a g a personal selling p a d a

C V . O T O V A L D O P a l e m b a n g . B e r i k u t i n i h a s i l j a w a b a n r e p o n d e n

t e r h a d a p k e c a k a p a n t e n a g a personal selling p a d a C V . O T O V A L D O

P a l e m b a n g : \

a. Karakteristik variabel Kecakapan Tenaga Personal Selling (X)

1. Kesan Pertama

Tabel IV. 5

Penampilan Wiraniaga Rapi


1 Sangat Setuju 2 6.67

2 Setuju 12 40

3 Netral 16 5333

4 Tidak Setuju

5 Sangat Tidak Setuju

Jumlah 30 100

3 6

B e r d a s a r k a n t a b e l d i a t a s d a p a t d i k e t a h u i r e s p o n d e n

m e n y a t a k a n s a n g a t s e t u j u 2 o r a n g ( 6 , 6 7 % ) , s e t u j u 1 2 o r a n g

( 4 0 % ) d a n n e t r a l 1 6 o r a n g ( 5 3 , 3 3 % ) . D e n g a n d e m i k i a n

m a y p r i t a s n e t r a l p a d a p e n a m p i l a n r a p i w i r a n i a g a .

Tabel IV. 6

Wiraniaga Ramah Melayani Konsumen


1 Sangat Setuju 5 16,67

2 Setuju 10 3333

3 ! Netral 15 50

4 Tidak Setuju


Jumlah 30 100


m e n y a t a k a n s a n g a t s e t u j u 5 o r a n g ( 1 6 , 6 7 % ) , s e t u j u 1 0 o r a n g

( 3 3 , 3 3 % ) , n e t r a l 1 5 o r a n g ( 5 0 % ) . D e n g a n d e m i k i a n m a y o r i t a s

r e s p o n d e n m e n j a w a b n e t r a l p a d a p e m y a t a a n w i r a n i a g a r a m a h

d a l a m m e l a y a n i k o n s u m e n .

2. Kemampuan Tenaga Personal Selling

Tabel IV. 7

Wiraniaga Cepat Mengerti Dan Memahami Apa Vang Dibutuhkan

Nn ICP t î f̂ n ft r I ciLUCUsi MKtaKiMXaSK y /Of

1 Sangat Setuju

2 1 Setuju 10 3333

3 1 Netral 17 56,67

4 Tidak Setuju 3 10


Jumlah 30 100


m e n y a t a k a n s e t u j u 1 0 o r a n g ( 3 3 , 3 3 % ) , n e t r a l 1 7 o r a n g

( 5 6 , ^ 7 % ) , t i d a k s e t u j u 3 o r a n g ( 1 0 % ) . D e n g a n d e m i k i a n

m a y o r i t a s n e t r a l r e s p o n d e n m e n j a w a b w i r a n i a g a c e p a t

m e n g e r t i d a n m e m a h a m i a p a y a n g d i b u t u h k a n .

38

Tabel IV. 8

Kecakapan Atau Kemampuan Wiraniaga Dalam Menjawab Pertanyaan-Pertanyaan Yang Diajukan Konsumen Mengenai

I Mobil Vang Ditawarkan Sangat Baik

No. Keterangan Frekuensi Persentase CYnX


2 Setuju 15 50

3 Netral 11 36,66

4 Tidak Setuju 2 6,67


Jumlah 30 100


m e n y a t a k a n s a n g a t s e t u j u 2 o r a n g ( 6 , 6 7 % ) , s e t u j u 15 o r a n g

( 5 0 % ) , n e t r a l 1 1 o r a n g ( 3 6 , 6 6 % ) d a n t i d a k s e t u j u 2 o r a n g

( 6 , 6 7 % ) . D e n g a n d e m i k i a n m a y o r i t a s r e s p o n d e n m e n j a w a b

s e t u j u p a d a p e m y a t a a n k e c a k a p a n a t a u k e m a m p u a n w i r a n i a g a

d a l a m m e n j a w a b p e r t a n y a a n - p e r t a n y a a n y a n g d i a j u k a n

k o n s u m e n m e n g e n a i m o b i l y a n g d i t a w a r k a n s a n g a t b a i k .

Tabel IV. 10

Wiraniaga Menjelaskan Dengan Baik Mobil Yang Mereka I Tawarkan

No, Keterangan Frekuensi Persentase (%)

1 Sangat Setuju o ^n

2 1 Setuju 16 5333

3 Netral 8 26,67

4 Tidak Setuju


Jumlah 30 100


m e n y a t a k a n s a n g a t s e t u j u 6 o r a n g ( 2 0 % ) , s e t u j u 1 6 o r a n g

( 5 3 , 3 3 % ) d a n n e t r a l 8 o r a n g ( 2 6 , 6 7 % ) . D e n g a n d e m i k i a n

m a y o r i t a s r e s p o n d e n m e n j a w a b s e t u j u p a d a p e m y a t a a n

w i r a n i a g a m e n j e l a s k a n d e n g a n b a i k m o b i l y a n g m e r e k a

t a w a r k a n .

41

4. Keahlian Persentasi

Tabel IV. 11

Kejeiasan Suara Wiraniaga Pada Konsumen Saat Melayani



2 Setuju 17 56,67

3 Netral 11 36,66

4 Tidak Setuju


Jumlah 30 100


m e n y a t a k a n s a n g a t s e t u j u 2 o r a n g ( 6 , 6 7 % ) , s e t u j u 1 7 o r a n g

( 5 6 , 6 7 % ) d a n n e t r a l 1 1 o r a n g ( 3 6 , 6 6 % ) . D e n g a n d e m i k i a n

m a y o r i t a s r e s p o n d e n m e n j a w a b s e t u j u p a d a p e m y a t a a n

k e j e i a s a n s u a r a w i r a n i a g a p a d a k o n s u m e n s a a t m e l a y a n i .

42

Tabel IV. 12

Mutu Dan Tiap-Tiap Pilihan Mobil Dijelaskan Oleh Wiraniaga Dengan Baik


1 Sangat Setuju 1 333

2 Setuju 8 26,67

3 Netral 17 56,67

4 Tidak Setuju 4 1333


Jumlah 30 100

B e r d a s a r k a n t a b e P d i a t a s d a p a t d i k e t a h u i r e s p o n d e n

m e n y a t a k a n s a n g a t s e t u j u 1 o r a n g ( 3 , 3 3 % ) , s e t u j u 8 ( 2 6 , 6 7 % ) ,

n e t r a l 1 7 o r a n g ( 5 6 , 6 7 % ) d a n t i d a k s e t u j u 4 o r a n g ( 1 3 , 3 3 % ) .

D e n g a n d e m i k i a n m a y o r i t a s r e s p o n d e n m e n j a w a b n e t r a l p a d a

p e m y a t a a n m u t u d a n t i a p - t i a p p i l i h a n m o b i l d i j e l a s k a n o l e h

w i r a m a g a d e n g a n b a i k .

43

5. Teknik Penutup Penjualan

Tabel IV. 13

l^etepatan Solusi Yang Ditawarkan Oleh Wiraniaga Kepada Konsumen


1 Sangat Setuju

2 Setuju 9 30

3 ' Netral 17 56,67



Jumlah 30 100


m e n y a t a k a n s e t u j u 9 o r a n g ( 3 0 % ) , n e t r a l 1 7 o r a n g ( 5 6 , 6 7 % )

d a n l i d a k s e t u j u 4 o r a n g ( 1 3 , 3 3 % ) . D e n g a n d e m i k i a n

m a y o r i t a s r e s p o n d e n m e n j a w a b n e t r a l p a d a p e m y a t a a n

k e t e p a t a n s o l u s i y a n g d i t a w a r k a n o l e h w i r a n i a g a k e p a d a

k o n s u m e n .

44

Tabel IV. 14

Kemampuan Wiraniaga Dalam Mendorong Dan Menekan Konsumen Untuk Membuat Keputusan Pembelian Sangat

Baik


1 Sangat Setuju

2 Setuju 13 4333

3 Netral 14 46,67

4 Tidak Setuju 3 10


Jumlah 30 100


m e n y a t a k a n s e t u j u 1 3 o r a n g ( 4 3 , 3 3 % ) , n e t r a l 1 4 o r a n g

( 4 6 , 6 7 % ) d a n t i d a k s e t u j u 3 o r a n g ( 1 0 % ) . D e n g a n d e m i k i a n


k e m a m p u a n w i r a n i a g a d a l a m m e n d o r o n g d a n m e n e k a n

k o n s u m e n u n t u k m e m b u a t k e p u t u s a n p e m b e l i a n s a n g a t b a i k .

45

Karakteristik Variabel Penjualan (V)

1. Lebih Mengenai Perusahaan

Tabel IV. 15

Mengenai CV. OTO V A L D O Dari Tenaga Personal Selling


1 Sangat Setuju

2 Setuju 8 26,67

3 Netral 18 60



Jumlah 30 100


m e n y a t a k a n s e t u j u 8 o r a n g ( 2 6 , 6 7 % ) , n e t r a l 1 8 o r a n g ( 6 0 % )

d a n t i d a k s e t u j u 4 o r a n g ( 1 3 , 3 3 % ) . D e n g a n d e m i k i a n


m e n g e n a i C V . O T O V A L D O d a r i t e n a g a personal selling.

46

Tabel IV. 16

Menjual Atau Membeli Mobil Pada CV. OTO V A L D O

No, Keterangan Frekuensi Persentase {Vo)

1 Sangat Setuju 1

< > Setuju 13,33

3 1 Netral 20 66,67



Jumlah 30 100



( 1 3 , 3 3 % ) , n e t r a l 2 0 o r a n g ( 6 6 , 6 7 % ) d a n t i d a k s e t u j u 5 o r a n g

( 1 6 , 6 7 % ) . D e n g a n d e m i k i a n m a y o r i t a s r e s p o n d e n m e n j a w a b

n e t r a l p a d a p e m y a t a a n m e n j u a l a t a u m e m b e l i m o b i l p a d a C V .

O T O V A L D O .

47

2. Loyalitas Konsumen

Tabel IV. 17

Puas Melakukan Penjualan Atau Pembelian Pada CV. OTO VALDO



2 Setuju 3 10

3 Netral 17 56,67



Jumlah 30 100



( 1 0 % ) , n e t r a l 1 7 o r a n g ( 5 6 , 6 7 % ) d a n t i d a k s e t u j u 8 o r a n g

( 2 6 , 6 6 % ) . D e n g a n d e m i k i a n m a y o r i t a s r e s p o n d e n m e n j a w a b

n e t r a l p a d a p e m y a t a a n p u a s m e l a k u k a n p e n j u a l a n d a n

p e m b e l i a n m o b i l p a d a C V . O T O V A L D O .

48

Tabel IV. 18

Akan Menjual Atau Membeli Mobil Kembali Di Masa Yang Akan Datang Pada CV. OTO VALDO

No. Keterangan Frekuensi Persentase (Vo)

1 Sangat Setuju 4 1333

2 Setuju 11 36,67

3 Netral 15 50

4 Tidak Setuju


Jumlah 30 100


m e n y a t a k a n s a n g a t s e t u j u 4 o r a n g ( 1 3 , 3 3 % ) , s e t u j u 1 1 o r a n g

( 3 6 , 6 7 % ) d a n n e t r a l 1 5 o r a n g ( 5 0 % ) . D e n g a n d e m i k i a n

m a y o r i t a s r e s p o n d e n m e n j a w a b n e t r a l p a d a p e m y a t a a n a k a n

m e n j u a l a t a u m e m b e l i m o b i l k e m b a l i d i masa y a n g a k a n

d a t i n g p a d a CV. O T O VALDO.

2. Pengaruh Tenaga Personal Selling Terhadap Peningkatan

Penjualan

U n t u k m e n j a w a b p e r m a s a l a h a n p a d a p e r u m u s a n m a s a l a h b a b

s e b e l u m n y a m a k a d i p e r g u n a k a n m e t o d e r e g r e s i l i n i e r s e d e r h a n a

49

s e b a g a i a l a t a n a l i s i s d e n g a n m e t o d e t e r s e b u t a k a n d i k e t a h u i b a g a i m a n a

v a r i a b e l b e r p e n g a r u h t e r h a d a p v a r i a b e l l a i n y a n g d i n y a t a k a n d e n g a n

b e n t u k p e r s a m a a n r e g r e s i l i n i e r s e d e r h a n a .

a. Analisis flegresi Linier Sederhana

Y a i t u u n t u k m e n g e t a h u i p e n g a r u h y a n g b e r a r t i a n t a r a k e c a k a p a n

t e n a g a personal selling ( X ) d e n g a n p e n i n g k a t a n p e n j u a l a n ( Y ) .

D i k e t a h u i :

I V

I X . Y

I X '

I Y '

= 1.049

= 387

= 13.563

= 36.801

= 5.133

A n a l i s i s R e g r e s i L i n i e r S e d e r h a n a :

Y = a + bX

i i 5 : X Y - ( I X ) ( I Y )

b =

n I X ' - G X ) '

b= 30 (13.563)-(1049)(387)

30 (36.801)-(1049)'

b= 406.890 - 405.963

1.104.030-1.100.401

b = 927

3629

b = 03554

S e d a n g k a n n i l a i a d a p a t d i c a r i s e b a g a i b e r i k u t :

a = ( I Y ) ( I X ' ) - G X ) G X Y )

n i x ' - G X ) '

a = (387)(36.801)-(1049)(13.563)

30 (36.801)-(1049)'

a = 14341.987-14.227.587

1.104.030-1.100.401

a = 14.400

3.629

a 3,9680

51

H a s i l d a r i p e r h i t u n g a n m a k a d i d a p a t p e r s a m a a n r e g r e s i n y a

a d a l a h s e b a g a i b e r i k u t :

Y = a + bX

Y = 3,9680 + 03554X

H a s i l a n a l i s i s t e r b e n t u k s e b u a h p e r s a m a a n r e g r e s i d i a t a s , d a p a t

d i i n t e i p r e s t a s i k a n s e b a g a i b e r i k u t :

a = 3,9680 a d a l a h b i l a n g a n k o n s t a n t a y a n g a r t i n y a a p a b i l a t i d a k

m e n g g u n a k a n p e l a y a n a n t e n a g a personal selling , j u m l a h

p e n j u a l a n d a n p e m b e l i a n y a n g d a p a t d i c a p a i o l e h C V .

O T O V A L D O P a l e m b a n g a d a l a h 3,9680 p e l a n g g a n .

b ^ 03554 a d a l a h k o e f i s i e n r e g r e s i y a n g a r t i n y a a p a b i l a

k e m a m p u a n t e n a g a personal selling b a i k , m a k a p e n j u a l a n

a k a n d i p e r o l e h s e b e s a r 0 , 2 5 5 4 , s e b a l i k n y a a p a b i l a

k e m a m p u a n p e l a y a n a n t e n a g a personal selling k u r a n g

i a i k m a k a p e n j u a l a n a k a n m e n u r u n s e b e s a r 0 , 2 5 5 4

p e l a n g g a n .

52

b. Hubungan Antara Kecakapan Tenaga Personal Selling

Terhadap Peningkatan Penjualan

A n a l i s i s K o e f i s i e n K o r e l a s i

U n t u k m e n c a r i k o e f r i s i e n d a p a t d i g u n a k a n r u m u s s e b a g a i b e r i k u t :

r = n I X Y - G X j G Y )

>/|(nIX' - (IX)')l|nIY' - i j y f ]

P e r h i t u n g a n k o r e l a s i n y a a d a l a h s e b a g a i b e r i k u t :

30 (13.563)-(1049)(387)

V (30 (36.801) - (1049)'] [30 (5133) - (387)']

406.890-405.963

V(3.629).(4.221)

927

3.913,82

034

D a r i p e r h i t u n g a n d i a t a s d i d a p a t h a s i l k o e f i s i e n k o r e l a s i

s e b e s a r 034 d i m a n a r > 0 b e r a r t i t e r d a p a t h u b u n g a n y a n g k u a t d a n

p o s i t i f a n t a r a v a r i a b e l k e c a k a p a n t e n a g a personal selling (X)

d e n g a n v a r i a b e l p e n j u a l a n (Y). H a l i n i t e r b u k t i d e n g a n t e r c a p a i n y a

n i i a i r s e b e s a r 0 3 4 y a n g b e m i l a i p o s i t i f y a n g l e m a h , h u b u n g a n

r =

r -

53

p o s i t i f d a n b e r s i f a t s a t u a r a h m a k s u d n y a a p a b i l a c a r a k e c a k a p a n

t e n a g a personal selling m e m b e r i k a n p e l a y a n a n d i t i n g k a t k a n a t a u

d i t a m b a h m a k a p e n j u a l a n a k a n n a i k j u g a , s e b a l i k n y a b i l a c a r a

t e n a g a personal selling m e m b e r i k a n p e l a y a n a n b e r k u r a n g m a k a

p e n j u a l a n j u g a a k a n t u r u n .

B e r d a s a r k a n p e r h i t u n g a n d i a t a s m a k a a k a n d i p e r o l e h h a s i l

y a n g d i c a p a i d a r i h u b u n g a n a n t a r a k e c a k a p a n t e n a g a personal

selling t e r h a d a p p e n j u a l a n p a d a C V . O T O V A L D O P a l e m b a n g

y a i t u s e b e s a r 0 , 2 4 a t a u r p o s i t i f , h a l i n i b e r a r i v a r i a b e l k e c a k a p a n

t e n a g a personal selling d e n g a n p e n j u a l a n b e r s i f a t s e a r a h .

B e r d a s a r k a n a n a l i s i s y a n g t e l a h p e n u l i s l a k u k a n d a p a t p u l a

d i k a t a k a n b a h w a a k t i f i t a s t e n a g a pesonal selling y a n g t e l a h

d i l a k u k a n o l e h C V . O T O V A L D O P a l e m b a n g b e r j a l a n d e n g a n b a i k

d a n u n t u k t e t a p m e n j a g a h e n d a k n y a C V . O T O V A L D O P a l e m b a n g

h a r u s m e m p e r h a t i k a n f a k t o r - f a k t o r y a n g a k a n m e m p e n g a r u h i

k e g i a t a n t e n a g a personal selling d i m a s a y a n g a k a n d a t a n g ,

s e h i n g g a k e g i a t a n t e n a g a personal selling y a n g a k a n d i l a k u k a n V .

O T O V A L D O P a l e m b a n g t e t a p m e m b e r i k a n p e n g a r u h d i d a l a m

m e n i n g k a d c a n p e n j u a l a n .

54

c. Uji Hipotesis

U n t u k m e n g u j i h i p o t e s i s p e n e l i t i a n a k a n d i l a k u k a n u j i t y a i t u

u n t u k m e l i h a t k o e f i s i e n r e g r e s i d a n k o e f i s i e n k o r e l a s i t e r s e b u t

m e m b e r i k a n p e n g a r u h d a n h u b u n g a n y a n g n y a t a a t a u t i d a k

t e r h a d a p p e n j u a l a n . M e n g e t a h u i a p a k a h s u a t u h i p o t e s i s i t u d i t o l a k

a t a u d i t e r i m a m a k a a k a n d i l a k u k a n d e n g a n l a n g k a h - l a n g k a h

s e b a g a i b e r i k u t :

a . T e n t u k a n h i p o t e s i s n o l ( H o ) d a n h i p o t e s i s a l t e m a t i f ( H a )

Ho

Ha

: T i d a k a d a p e n g a r u h d a n h u b u n g a n a n t a r a k e c a k a p a n

t e n a g a personal selling t e r h a d a p p e n i n g k a t a n

p e n j u a l a n .

: A d a p e n g a r u h d a n h u b u n g a n a n t a r a k e c a k a p a n t e n a g a

personal selling t e r h a d a p p e n i n g k a t a n p e n j u a l a n .

b . H i t u n g h a r g a s t a t i s t i k p e n g u j i a n d e n g a n r u m u s s e b a g a i

b e r i k u t :

t hitung = r V (n - 2)

t hitung = 034-V(30-2)

Vl-(0,06)

t hitung =

55

0,97

t hitung = 131 1

c . d d a l a m h a l i n i d ^ 0 , 0 5 a t a u 5 %

d . H i t u n g h a r g a t a b e l b e r d a s a r k a n t a r i f s i g n i f i k a n d a n d e r a j a t

k e b e b a s a n d e n g a n r u m u s :

d

ttab= df (n-2)

2

0,05

ttab= df(30-2)

2

ttab= 0.025 df(28)

ttab== 1,701

B e r d a s a r k a n p e r h i t u n g a n d i a t a s d i d a p a t t h i t u n g l e b i h

k e c i l d a r i t t a b e l a t a u t h i t u n g 1 ,31 < t t a b e l 0 , 7 m a k a

k e s i m p u l a n n y a a d a l a h H o d i t e r i m a d a n H a d i t o l a k y a n g

a r t i n y a t i d a k a d a p e n g a r u h y a n g s i g n i f i k a n a n t a r a k e c a k a p a n

t e n a g a personal selling d e n g a n p e n i n g k a t a n p e n j u a l a n .

M e m b e r i k a n p e n g e r t i a n b a h w a k e m a m p u a n a t a u c a r a

p e l a y a n a n y a n g d i l a k u k a n o l e h t e n a g a personal selling p a d a

5 6

C V . O T O V A L D O P a l e m b a n g t i d a k m e m p u n y a i p e n g a r u h

y a n g n y a t a t e r h a d a p p e n i n g k a t a n p e n j u a l a n .

d. Analisis Determinasi

L a n g k a h s e l a n j u t n y a m e n e n t u k a n k o e f i s i e n d e t e r m i n a s i d e n g a n

r u m u s :

R = r'xlOO%

R = (034)'xl00%

R = 0,06x100%

R = 6% I

B e r d a s a r k a n p e r h i t u n g a n d i a t a s d i p e r o l e h k o e f i s i e n

d e t e r m i n a s i s e b e s a r 0 , 0 6 a t a u 6 % y a n g a r t i n y a d a r i v a r i a b e l

p e n j u a l a n ( Y ) t i d a k d i p e n g a r u h i o l e h v a r i a b e l k e c a k a p a n t e n a g a

personal selling d a n s i s a n y a d i p e n g a r u h i o l e h v a r i a b e l l a i n y a n g

t i d a k d i t e l i t i d i d a l a m p e n e l i t i a n i n i y a i t u : 1 0 0 % - 6 % = 9 4 % .

3. Hasil Analisis

M e l i h a t k e p a d

pengaruh kecakapan tenaga personal...

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