PENGARUH PENGETAHUAN PRODUK DAN PROMOSI PENJUALAN TERHADAP NIAT BELI PELANGGAN TELEPON RUMAH PADA LAYANAN SPEEDY PRE WIRED
Abstract: This research is
focused on speedy pre wired as fixed line service, where
many customers are
still reluctant to
migrate to prepaid electricity.
This research aims
to analyze and
discuss the influence of
product knowledge and
sales promotion on
purchase intention. The research is conclusive research. The population
in this research is fixed
line customers who
has got speedy
pre wired service in GKB, Gresik.
Samples were taken 84 Telkom’s customers with a simple random sampling
technique. Measuring instrument was a
questionnaire and to
test the hypothesis
used multiple linear regression analysis
tool. The results
show product knowledge
and sales promotion all
have a significantly
positive influence on purchase
intention. Further research
could examine the
different dimensions of product knowledge and sales promotion on
consumer purchase intention.
Penulis: ADITYA SYAMSU, SANAJI
Kode Jurnal: jpmanajemendd141051
