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Abstract
The aim of this study is to determine and analyze the influence of personal selling and digital marketing on the sales performance of laboratory services through customer buying interest at PT. Prodia in Makassar City. The research methodology used descriptive method and path analysis technique for data collection through observation and questionnaires. The results of the study indicate that personal selling and digital marketing have a positive and significant impact on customer buying interest. Personal selling and digital marketing also have a positive and significant influence on the sales performance of laboratory services at PT. Prodia in Makassar City. Customer buying interest has a positive and significant impact on the sales performance of laboratory services. Furthermore, based on the results of the online Sobel test, it can be concluded that customer buying interest mediates the influence of personal selling and digital marketing on the sales performance of laboratory services at PT. Prodia in Makassar City.
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References
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- Sihombing, S., & Gultom, A. N. (2019). Pengaruh Pengembangan Karir, Semangat Kerja Dan Motivasi Terhadap Kinerja Karyawan Pt. Perkebunan Nusantara II Medan. Jurnal Riset Akuntansi & Keuangan, 110-138.
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References
Andoko, J., & Devina, P. (2015). Analisis pengaruh marketing mix (produk, harga, promosi, lokasi) terhadap minat beli konsumen pada guest house di Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 3(2), 55-69.
Damayanti, Y. (2019). Kajian literatur efektivitas electronic word of mouth (E-Wom) dalam meningkatkan minat beli konsumen di sosial media. Jurnal Manajemen dan Inovasi (MANOVA), 2(1), 31-45.
Febriyanti, R. S., & Wahyuati, A. (2016). Pengaruh Celebrity Endorser Dan Brand Image Terhadap Keputusan Pembelian Melalui Minat Beli. Jurnal Ilmu Dan Riset Manajemen (JIRM), 5(5).
Kotler, P., Armstrong, G., Gay, M. G. M., & Cantú, R. G. C. (2017). Fundamentos de marketing.
Saputro, Y., & Prihandono, D. (2018). Television advertising effectiveness in mediating advertising creativity and advertising frequency influence toward customer purchase intention. Management Analysis Journal, 7(2), 201-210.
Sari, R., Saryono, O., & Setiawan, I. (2022). Pengaruh Social Network Marketing (Snm) Dan Electronic Word Of Mouth (E-Wom) Terhadap Minat Beli Pada Mobile Marketplace Bukalapak (Studi Pada Pengguna Mobile Marketplace Bukalapak Masyarakat Produktif di Kecamatan Malausma, Kabupaten Majalengka).
Sihombing, S., & Gultom, A. N. (2019). Pengaruh Pengembangan Karir, Semangat Kerja Dan Motivasi Terhadap Kinerja Karyawan Pt. Perkebunan Nusantara II Medan. Jurnal Riset Akuntansi & Keuangan, 110-138.
Tan, K., Utami, C. W., & Vidyanata, D. (2021). Pengaruh Bauran Promosi terhadap Minat Beli dengan Mediasi Brand Image.