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Cigarette industry spent large amount of advertising expenditure and applied massive personal selling strategy compared to other industries. The purpose of this research is to examine the effect of advertising message and personal selling strategy on purchase intention of Djarum Black. The advertisement which was included in this study was TV advertising with theme of “crossing the road”. The data were collected from 150 cigarette smokers at Cilandak Town Square through a survey which used structured questionnaires. The results showed that advertising message and personal selling positively and significantly associated with purchase intention, which is personal selling is more affecting than advertising message. Managerial implications of this study are due to personal selling that has the strongest influence on consumer purchasing decisions; the cigarette manufacturers can perform their products through the personal selling concept. This concept will be easier to apply if the target customers are the new smokers (newcomers’ consumer). But on the other hand, if your target customers are those who are loyal to a brand of cigarettes, manufacturers will be more difficult to promote it through the concept of personal selling.
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