The influence of product knowledge and customer relationship marketing on interest customer buy at PT. RHB Sekuritas Indonesia Medan
Article Sidebar
Published:
May 30, 2024
Keywords:
Customer Relationship Marketing, Product Knowledge, Purchase Intention
Section
Economy
Statistics Article
Article View : 31 Times
Main Article Content
Abstract
This research aims to determine the influence of Product Knowledge and Customer Relationship Marketing on Customer Buying Interest at PT. RHB Securities Indonesia Medan. The research methodology used is a quantitative descriptive method. The research population that will be used in the research is all prospective customers who will make purchases from the company during the 2023 period, the exact number of which is not known. Due to the unknown population and bias in the number of consumers who make purchases, using the Hairs formula, 100 respondents were obtained, while the sampling technique was to use accidental sampling. The results of the research analysis show that the variable has a significant positive influence partially and simultaneously between Product Knowledge and Customer Relationship Marketing on customer buying interest at PT. RHB Securities Indonesia
Downloads
Download data is not yet available.
Article Details
How to Cite
Gultom, P., Rezeki, S. ., Januarty, W. . and Sutantio, A. (2024) “The influence of product knowledge and customer relationship marketing on interest customer buy at PT. RHB Sekuritas Indonesia Medan”, Jurnal Mantik, 8(1), pp. 860-871. doi: 10.35335/mantik.v8i1.5246.
References
Astuti, Miguna, Rosali Sembiring, and Jeni Gunaedi Argo. (2023). Digital Marketing Strategy and Technology Behavior in Society 4.0. Yogyakarta: Deepublish Publisher.
Arinawati, E., dan Suryadi, B. (2019). Penataan Produk. Jakarta: Gramedia.
Augusta, E. D., Mardhiyah, D., & Widiastuti, T. (2019). Effect Of Country Of Origin Image, Product Knowledge, Brand Familiarity To Purchase Intention Korean Cosmetics With Information Seeking As A Mediator Variable: Indonesian Women's Perspective. Dermatology Reports, 11(S1), 7–10. https://doi.org/10.4081/dr.2019.8014
Enterprise, J. (2018). Fluently Using SPSS for Beginners. Publisher: Elex Media Komputindo.
Firmansyah, Anang. (2018). Consumer Behavior (Attitudes and Marketing). Publisher Deepublish Publisher Yogyakarta.
Ghodang, Hironymus, & Hantanto. (2020). Metode Penelitian Kuantitatif: Konsep Dasar & Aplikasi Analisis Regresi dan Jalur Dengan SPSS. Medan: Penerbit Mitra Grup.
Gunawan, Ce. (2020). Proficient in Mastering SPSS New Edition Practical Guide to Processing Research Data. Publisher: Deepublish Publisher.
Gunawan, Didik. (2022). Shopee Marketplace Consumer Purchasing Decisions Based on Social Media Marketing. Publisher: Pratama Internasional Innovation.
Hartanto, Bobby dan Leni Indriyani. (2022). Minat Beli di Marketplace Shopee. Penerbit: Inovasi Pratama Internasional.
Herdianto, D. (2016). Creative Selling Everyday. Jakarta: Gramedia.
Kurniullah, A. Z. (2021). Kewirausahaan dan Bisnis. Medan: Yayasan Kita Menulis.
Lestari, G. S., Sadeli, A. H., Pardian, P., & Fatimah, S. (2021). The Influence of Product Knowledge, Community Organic Labels, and Information Search Behavior on Interest in Buying Organic Products in the Indonesian Organic Community. Agribusiness Pulpit: Journal of Scientific Community Thought with an Agribusiness Insight, 7(2), 1211. https://doi.org/10.25157/ma.v7i2.5200
Nim’ah, Syarifah. (2022). Implementasi Manajemen Pendidikan, Pemasaran, dan Keuangan. Penerbit: Nasya Expanding Management.
Purnomo, Albert Kurniawan. (2019). Processing Economic Research Becomes Easy With IBM SPSS. Surabaya: Jakad Publishing.
Priyatno, Dwi. (2018). SPSS Easy Guide to Data Processing for Students & the General Public. Andi Offset Publisher, Yogyakarta.
Rinnanik, Ahmad Mustofa, and Sri Rahayu. (2022). Intention to Purchase Green Products. Indramayu: Adanu Abimata.
Riyanto, S., & Aglis, A. H. (2020). Metode Riset Penelitian Kuantiatif di Bidang Manajemen, Teknik, Pendidikan dan Eksperimen. Yogyakarta: Deepublish Publisher.
Rizal, A. (2020). Marketing Management Textbook in the Era of Industrial Society 4.0. Yogyakarta: Deepublish Publisher.
Rusman, M. R. (2020). Culture and Contraception. Pasuruan: Qiara Media.
Saleh, Y. M., and Said, M. (2019). Marketing Concepts and Strategies. Makassar: Sah Media.
Santoso, I., Mustaniroh, S. ., & Pranowo, D. (2018). Product Familiarity and Purchase Interest in Frozen Food: The Role of Product Knowledge, Packaging, and Social Environment. Journal of Family and Consumer Sciences, 11(2), 133–144. https://doi.org/10.24156/jikk.2018.11.2.133.
Sarmigi, E., & Sumanti, E. (2022). The Influence of Service Quality and Relationship Marketing on People's Interest in Becoming Customers PT. Pegadaian (Persero) UPC Kota Sungai Penuh. Scientific Journal Of Management and Business, 7(1), 20–29. https://journal.undiknas.ac.id/index.php/manajemen
Setyadi, Sugeng dan Deris Desmawan. (2021). Analisis Ketimpangan pembangunan dan Alokasi Belanja Kesehatan Terhadap Indikator Kesehatan pembangunan Manusia (Metode Baru) Seluruh Kabupaten/Kota di Provinsi Banten. Bandung: Media Sains Indonesia.
Suwanto, Fevi Rahmawati. (2023). Kewirausahaan (Mengenal Dunia Bisnis Bagi Mahasiswa Pendidikan Matematika. Ponorogo: Uwais Inspirasi Indonesia.
Trigunawan, Ajis, Woro Isti Rahayu dan Roni Andarsyah. (2020). Regresi Linier Untuk Prediksi Jumlah Penjualan Terhadap Jumlah Permintaan. Bandung: Informatics Research Center.
Wijoyo, H., Sunarsi, D., & Haudi. (2020). Manajemen Internasional. Solok: Insan Cendekia Mandiri.
Arinawati, E., dan Suryadi, B. (2019). Penataan Produk. Jakarta: Gramedia.
Augusta, E. D., Mardhiyah, D., & Widiastuti, T. (2019). Effect Of Country Of Origin Image, Product Knowledge, Brand Familiarity To Purchase Intention Korean Cosmetics With Information Seeking As A Mediator Variable: Indonesian Women's Perspective. Dermatology Reports, 11(S1), 7–10. https://doi.org/10.4081/dr.2019.8014
Enterprise, J. (2018). Fluently Using SPSS for Beginners. Publisher: Elex Media Komputindo.
Firmansyah, Anang. (2018). Consumer Behavior (Attitudes and Marketing). Publisher Deepublish Publisher Yogyakarta.
Ghodang, Hironymus, & Hantanto. (2020). Metode Penelitian Kuantitatif: Konsep Dasar & Aplikasi Analisis Regresi dan Jalur Dengan SPSS. Medan: Penerbit Mitra Grup.
Gunawan, Ce. (2020). Proficient in Mastering SPSS New Edition Practical Guide to Processing Research Data. Publisher: Deepublish Publisher.
Gunawan, Didik. (2022). Shopee Marketplace Consumer Purchasing Decisions Based on Social Media Marketing. Publisher: Pratama Internasional Innovation.
Hartanto, Bobby dan Leni Indriyani. (2022). Minat Beli di Marketplace Shopee. Penerbit: Inovasi Pratama Internasional.
Herdianto, D. (2016). Creative Selling Everyday. Jakarta: Gramedia.
Kurniullah, A. Z. (2021). Kewirausahaan dan Bisnis. Medan: Yayasan Kita Menulis.
Lestari, G. S., Sadeli, A. H., Pardian, P., & Fatimah, S. (2021). The Influence of Product Knowledge, Community Organic Labels, and Information Search Behavior on Interest in Buying Organic Products in the Indonesian Organic Community. Agribusiness Pulpit: Journal of Scientific Community Thought with an Agribusiness Insight, 7(2), 1211. https://doi.org/10.25157/ma.v7i2.5200
Nim’ah, Syarifah. (2022). Implementasi Manajemen Pendidikan, Pemasaran, dan Keuangan. Penerbit: Nasya Expanding Management.
Purnomo, Albert Kurniawan. (2019). Processing Economic Research Becomes Easy With IBM SPSS. Surabaya: Jakad Publishing.
Priyatno, Dwi. (2018). SPSS Easy Guide to Data Processing for Students & the General Public. Andi Offset Publisher, Yogyakarta.
Rinnanik, Ahmad Mustofa, and Sri Rahayu. (2022). Intention to Purchase Green Products. Indramayu: Adanu Abimata.
Riyanto, S., & Aglis, A. H. (2020). Metode Riset Penelitian Kuantiatif di Bidang Manajemen, Teknik, Pendidikan dan Eksperimen. Yogyakarta: Deepublish Publisher.
Rizal, A. (2020). Marketing Management Textbook in the Era of Industrial Society 4.0. Yogyakarta: Deepublish Publisher.
Rusman, M. R. (2020). Culture and Contraception. Pasuruan: Qiara Media.
Saleh, Y. M., and Said, M. (2019). Marketing Concepts and Strategies. Makassar: Sah Media.
Santoso, I., Mustaniroh, S. ., & Pranowo, D. (2018). Product Familiarity and Purchase Interest in Frozen Food: The Role of Product Knowledge, Packaging, and Social Environment. Journal of Family and Consumer Sciences, 11(2), 133–144. https://doi.org/10.24156/jikk.2018.11.2.133.
Sarmigi, E., & Sumanti, E. (2022). The Influence of Service Quality and Relationship Marketing on People's Interest in Becoming Customers PT. Pegadaian (Persero) UPC Kota Sungai Penuh. Scientific Journal Of Management and Business, 7(1), 20–29. https://journal.undiknas.ac.id/index.php/manajemen
Setyadi, Sugeng dan Deris Desmawan. (2021). Analisis Ketimpangan pembangunan dan Alokasi Belanja Kesehatan Terhadap Indikator Kesehatan pembangunan Manusia (Metode Baru) Seluruh Kabupaten/Kota di Provinsi Banten. Bandung: Media Sains Indonesia.
Suwanto, Fevi Rahmawati. (2023). Kewirausahaan (Mengenal Dunia Bisnis Bagi Mahasiswa Pendidikan Matematika. Ponorogo: Uwais Inspirasi Indonesia.
Trigunawan, Ajis, Woro Isti Rahayu dan Roni Andarsyah. (2020). Regresi Linier Untuk Prediksi Jumlah Penjualan Terhadap Jumlah Permintaan. Bandung: Informatics Research Center.
Wijoyo, H., Sunarsi, D., & Haudi. (2020). Manajemen Internasional. Solok: Insan Cendekia Mandiri.
Copyright and Licensing
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.