Evaluasi Kontribusi Personal Selling, Strategi Iklan, dan Pelayanan terhadap Keputusan Konsumen untuk Membeli Handphone OPPO di Gerai Halup Cell

Abd Kadir
Irwansyah Irwansyah
Jemi Arafik
Feri Diansyah
Darmono Darmono
Muhammad Bayu
Djupiansyah Ganie
Yohanes Sri Guntur

Gemilang: Jurnal Manajemen dan Akuntansi
Vol. 4 No. 4 (2024): Jurnal Manajemen dan Akuntansi

This study aims to analyze the effect of personal selling, advertising, and service quality on consumer buying interest in OPPO mobile phones at Halup Cell Store Berau. The research method uses a quantitative approach with a sample of 90 respondents. The results showed that personal selling and service quality had a significant partial effect on buying interest, while advertising did not. Simultaneously, all three variables significantly influenced consumer buying interest.