HUBUNGAN ANTARA KOMUNIKASI INTERPERSONAL SALES DENGAN PERILAKU KONSUMTIF

Abstract

Honda Union Palembang customers are generally upper middle class
customers who tend to have buying behavior based on their wishes. This customer tends
to fulfill his needs a bit exaggerated (consumptive behavior). From this fulfillment
customers tend to buy a car because of interest in the latest unit variants, purchased
packages that are considered cheap, or because bored with old cars. This should be
understood by Honda sales, where they should be able to understand the market
situation, so it can attract interest from customers. Sales must be able to understand and
convey Honda car information to customers well and effectively (interpersonal
communication). So that the desired positive impact can occur ie the occurrence of sale
and purchase transactions.
The population in this study is a customer of Honda Union who made a
purchase in March 2017 which amounted to 50 people aged 19-55 years of male and
female sex.
Data collection method or instrument used that is using likert scale method.
Product Moment Pearson correlation analysis results. A correlation coefficient of 0.621
was obtained with a significance value of 0.000 (p <0.05). The result of the closeness of
the relationship is 38.56%. It shows that there is a significant influence between
interpersonal communication to consumptive behavior. While 61.44% is the influence of
other factors.