Improving Product Knowledge Through Personal Selling Activities

Abstract

This study aims to determine the effect of Personal Selling activities on product knowledge and their impact on the decision to purchase Honda BR-V. Referring to the sale of wholesales to the dealer released by the Association of Indonesian Automotive Industries (GAIKINDO) it was noted that BR-V had decreased sales. From the problems that occurred, Honda tries to capitalize on their intangible capital to improve the sales number of Honda BR-V. This study uses data analysis using descriptive and verification methods. The primary data used in this study were obtained from the questionnaire. Data were collected through a questionnaire processed and tested on a path model. This study refers to Slovin approach with accuracy of 5% where 250 customers are taken as sampling from 668 population customers. Based on the data processing that has been done with the Partial Least Square method using SMART PLS. The results of this study found that Product Knowledge Activities have a positive influence on Customer Purchasing Decisions through Personal Selling activities.

Sequential Coherence as a Success Factor in Personal Selling

“…Customer purchase decisions are influenced by product knowledge and personal selling is an important source of such knowledge (Jefriansyah et al, 2018;Sridhar & Lyngdoh, 2019;Huang, 2019;Kasemsap, 2019). Hindrance to the required knowledge flows from one entity to another along the value chain may create problems in convincing the next party or even lead to a complete standstill in the sales dialogue.…”

“…It is like moving from one vessel to another. Product knowledge that is necessary for end users to benefit from the product and make purchase decisions (Jefriansyah et al, 2018;Farhikhteh et al, 2020) should essentially pass down from upstream players to downstream. This will also ensure transparency, ethical practices and sustainable relationships along the value chain.…”

“…A rational customer will make a purchase decision if the perceived value exceeds the cost of purchase (Chae et al, 2020;Dennis et al, 2020). Product knowledge is vital when making purchase decisions (Jefriansyah et al, 2018;McEachern & Warnaby, 2008). Wang and Hazen (2016) observed how product knowledge concerning cost, quality and green attributes affects consumer perception of value and risk which then influence the purchase decisions.…”

Các nhân tố ảnh hưởng tới sự hài lòng của khách hàng trong bán hàng cá nhân: Trường hợp ngành hóa chất Việt Nam

“…Kiến thức về sản phẩm của nhân viên bán hàng cũng là một yếu tố quan trọng mà khách hàng xem xét trước khi đưa ra quyết định mua hàng [23]. Một số nhà nghiên cứu đã quan sát kiến thức về sản phẩm như là kiến thức về chi phí, thuộc tính sản phẩm, chất lượng sản phẩm ảnh hưởng như thế nào tới nhận thức của khách hàng về giá trị cảm nhận và rủi ro khi quyết định mua hàng [24].…”

The Analysis of Experiental Marketing and Brand Trust in Increasing Customer Satisfaction Asus Laptops (Case Study on Students using Asus Laptops in Purwakarta)

“…The emergence of brand trust in consumers is related to the knowledge received by consumers. If consumers have no experience with a pr oduct, they tend to trust a preferred or well-known brand [6].…”