PENGARUH PERSONAL SELING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PESTISIDA PT INTER AGRO INDONESIA

Abstract

In today's highly competitive business world, a company's ability to understand customers is key to success. This study analyzes the factors influencing this ability through multinomial logistic regression and logit regression. The results show that most independent variables are insignificant, but Interpersonal Communication (IC) and Credibility (C) stand out with significant influences. IC shows a negative influence, indicating that inefficient or overly general communication hinders a deep understanding of customer needs, in line with the findings of Lee & Kim (2022). Conversely, Credibility (C) has a significant positive influence, while other variables such as product knowledge and attitude are insignificant. Therefore, investing in employee competency development and improving the quality of interpersonal communication is crucial to enhancing customer understanding and maintaining a competitive advantage.

Keywords: personal selling, purchasing decisions, products, pesticides, inter agro