Pengaruh Komunikasi Persuasif Personal Sales Terhadap Keputusan Pembelian Produk Al-Quran Miracle The Reference E-PEN

Abstract

Penelitian ini membahas tentang pengaruh komunikasi persuasif personal sales terhadap perubahan sikap konsumen dalam proses keputusan pembelian Al-Quran Miracle the Reference E-Pen. Teori yang digunakan dalam penelitian ini model Instrumental Theory of Persuasion yang memperhitungkan faktor-faktor komunikator dan pesan, intervening process, dan perubahan sikap. Metode penelitian yang digunakan adalah survei eksplanatori. Teknik pengambilan sampel menggunakan responden sejumlah 86 orang, lalu kemudian dilakukan proportionate random sampling. Teknik analisis data yang digunakan adalah analisis jalur, setelah sebelumnya dilakukan uji validitas dan uji reliabilitas. Hasil penelitian menunjukkan bahwa unsur-unsur dalam komunikasi persuasif yakni komunikator dan pesan terbukti memberikan pengaruh signifikan terhadap perubahan sikap konsumen yang terdiri dari perubahan kognisi, afeksi, dan konasi dalam proses keputusan pembelian. Pengaruh pesan terbukti memimiliki pengaruh yang lebih besar terhadap perubahan sikap tersebut dibandingkan komunikator. Faktor-faktor intervening yakni perhatian, pemahaman, dan penerimaan turut memberi andil dalam memberi pengaruh tersebut. AbstractThis research is focusing on how the effect of personal salespersons' persuasive communication on consumers' behaviour change in the decision process of buying Al-Quran Miracle the Reference E-Pen. The theory used in this research is the Instrumental Theory of Persuasion model that reckons the communicator and message factors, intervening process, and behavior change. The method used in this research is explanatory survey. Sampling technique uses 86 respondents, succeeded by proportionate random sampling. The data analysis technique used is path analysis following the validity test and reability test. The output of the research shows that elements in persuasive communication namely communicator and message are proven to have significant effect on the consumers‟ behavior, which consists the cognition, affection, and conation change in the decision process of buying. The message effect is proven to be greater than the communicator effect. The intervening factors namely attention, comprehension, and acceptance also contribute in giving the effect.

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