The Role of Communication, Product Knowledge, Creativity and Empathy to Increase Purchase Interest

Abstract

The health food market share in Indonesia continues to grow and shows the potential for positive growth. Although Indonesia's economic growth has not been satisfactory, living standards have increased, which is accompanied by increased expectations for their healthier lifestyle. It will increase to create new needs for quality products and brands that can be relied upon for the achievement of a better level of health and life. Personal selling is the right promotional strategy to achieve the company's goals in facing the current era of globalization. Personal selling functions to attract consumer interest, with the consideration that consumers feel more cared for and easier to understand the products offered by PT. Kalbe Nutritional Bandung and also do the same promotion to increase consumer buying interest, namely using personal selling. This study aims to determine whether personal selling has a positive effect on buying interest of Prenagen milk consumers in the city of Bandung, the location of the study is at one retail outlet in the city of Bandung for 2 (two) months, from March to April 2018. This type of research is descriptive verification with a quantitative approach. Descriptive method is used to describe various symptoms and facts contained in personal selling factors of PT. Kalbe Nutritional Bandung in depth. The results of testing the validity and reliability of the questionnaire for 27 (twenty seven) statements were declared valid and feasible to be used in research, the hypothesis partially and simultaneously resulted in the conclusion that personal selling had a positive effect on buying interest. The results of the hypothesis test stated significantly meet the test criteria. The amount of personal selling influence on buying interest is 38.1%.