PERSONAL SELLING SERTA PENGARUHNYA TERHADAP TINGKAT KESADARAN DAN MINAT BELI CALON NASABAH ASURANSI JIWASRAYA DI PEKANBARU

Abstract

The study conducted in PT. Asuransi Jiwasraya (Persero) Pekanbaru branch
and aimed to know the direct and indirect influence of personal selling towardsbuying
intention through customer’s awareness as the mediating variable. Population is
prospectus of Jiwasraya in Sudirman, Rumbai and Bukit Raya offices that consist of 325
persons. Samples taken by Slovin formulation that consists of 124 selected prospectus
and proportionally distributed. Variables used are personal selling as independent,
buying intention as dependent and awareness as the mediating variable. Data analyzed
by using descriptive and path analysis assisted by SPSS 20 for windows. The study
reveals that personal selling has positive and signfiicant effect towards customer
awareness. Directly,personal selling has no significant impact to buying intention.
Awareness, however, can mediate the positve impact of personal selling towards buying
intention. Among all, awareness has the biggest impact to buying intention compared to
personal selling. The optimalization of personal selling quality along with awareness
enhancement is recommended in order to strengthen customer’s buying intention.