PENGARUH PERSONAL SELLING AGEN PENJUALAN TERHADAP BRAND IMAGE MOBIL TOYOTA ETIOS

Abstract

This research was conducted at PT Agung Automall Pekanbaru in order to
determine the influence of personal selling sales agent for Toyota Etios Brand
Image PT Agung Automall Pekanbaru. Variable in this research are: personal
selling and brand image. The sample in this study is as much as 94 consumers
using proportional random sampling technique. The analytical method used is
simple regression. Based on the results obtained between the influences of
Personal Selling Sales Agent Against Brand Image by using the coefficient of
determination is KD = r 2 x 100% = (0732) 2 x 100% = 0536 means that the
average value amounting to 53.6% of brand image are determined by Personal
Selling Dealers. Furthermore, from the results obtained regression equation Y =
12 236 + 0242 X. The equation shows that if the Personal Selling Agent Sales
increased by 1 unit will affect the brand image of the increase in 0242, as seen
from the value of b is positive. Results of hypothesis testing t = 6937> t table =
2.000 at 95% confidence level. Based on these results that there is influence
between Personal Selling Sales Agent Against Brand Image Toyota Etios
(Business Case PT Agung Automall Car Sales Pekanbaru)
Keywords: Personal Selling, brand image