PENGARUH TELEMARKETING TERHADAP KEPUTUSAN PEMBELIAN (Survei Online pada Pelanggan Produk Multiguna Astra Credit Companies Priority di PT Astra Sedaya Finance)

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.

Kеywords: Telemarketing, Purchase Decision

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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.

Kаtа Kunci: Telemarketing, Keputusan Pembelian