Professional Documents
Culture Documents
(Survei Online pada Pelanggan Produk Multiguna Astra Credit Companies Priority di
PT Astra Sedaya Finance)
Joshua Albert Monareh
Achmad Fauzi Dh
Inggang Perwangsa Nuralam
Fakultas Ilmu Administrasi
Univеrsitas Brawijaya
Malang
Joshuamonareh@gmail.com
ABSTRACT
This research use explanatory research with quantitative approach. There are three variables that are used
in this research : Telemarketing Inbound (X1), Telemarketing Outbound (X2) and Purchase Decision
Process (Y). the collection of data obtained through an online questionnaire which distribute on Customer
of Multiguna Astra Credit Companies Priority Product at PT Astra Sedaya Finance with respondent’s
criterias are has a lifespan of more than 25 years old up to less than 61 years. The sample in this research
was 98 respondents. The sampling technique of this research is purposive sampling. The data analysis use
descriptive analysis and multiple linear regression. The results in this research showed that Telemarketing
Inbound (X1) partially affecting Purchase Decision Process (Y) significantly. The other results showed that
Telemarketing Outbound (X1) partially affecting Purchase Decision Process (Y) significantly. And then
Telemarketing Inbound (X1) and Telemarketing Outbound (X2) simultaneously affecting Purchase Decision
Structure (Y) significantly. Based on the result of this research, it’s better for PT Astra Sedaya Finance with
Multiguna Product of Astra Credit Companies Priority to maintain their Telemarkting to strengthen their
products purchase decision.
АBSTRАK
Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan
kuantitatif. Variabel yang digunakan dalam penelitian ini ada lima, yaitu Telemarketing Inbound (X1),
Telemarketing Outbound (X2) dan Proses Keputusan Pembelian (Y). Pengumpulan data diperoleh melalui
penyebaran kuesioner secara online (e-kuesioner) pada Pelanggan Produk Multiguna Astra Credit
Companies Priority di PT Astra Sedaya Finance yang memiliki umur lebih dari 25 tahun sampai dengan
kurang dari 61 tahun. Sampel yang digunakan dalam penelitian ini berjumlah 98 orang responden. Teknik
pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah
analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel
Telemarketing Inbound (X1) berpengaruh secara parsial dan signifikan terhadap Proses Keputusan
Pembelian (Y), kemudian variabel Telemarketing Outbound (X2) berpengaruh secara parsial dan signifikan
terhadap Proses Keputusan Pembelian (Y), kemudian Telemarketing Inbound (X1) dan Telemarketing
Outbound (X2) secara bersama-bersama berpengaruh secara simultan dan signifikan terhadap Proses
Keputusan Pembelian (Y). Berdasarkan hasil penelitian ini, sebaiknya PT Astra Sedaya Finance dengan
Produk Multiguna Astra Credit Companies Priority mempertahankan Telemarketing yang telah dilakukan
untuk semakin memperkuat keputusan pembelian produk.