Pengaruh Personal Selling Terhadap Keputusan Pembelian Rumah di Summarecon Crown Gading

Abstract

This study aims to examine the effect of personal selling on house purchase decisions in the Summarecon Crown Gading area. As a form of direct communication, personal selling is considered to play an important role in influencing purchasing decisions, especially houses, which involve intellectual and emotional factors. This research uses a quantitative approach using the survey method and simple linear regression analysis. Respondents of this study were consumers or prospective home buyers of Summarecon Crown Gading in 2022 to 2025. The research findings show that personal selling has a positive and significant impact on purchasing decisions. The ‘Closing the Deal and Building the Relationship’ dimension is the most important, emphasizing the importance of building trust, providing solutions and fostering excellent interpersonal relationships between salespeople and customers. This research supports the Stimulus-Organism-Response (SOR) theory, which states that direct interaction can change customers' psychological impressions and responses. This study concludes that improving salesperson competence is a key strategy to improve property marketing effectiveness.