PENGARUH PERSONAL SELLING TERHADAP KEPUTUSAN BERKUNJUNG DI JENDELA ALAM

Abstract

One of the areas in Indonesia which has many tourism potentials is West Java. It has so attracted many tourists
for its beauty in natural and cultural resources. Bandung is the capital of West Java. It has so many tourists'
attractions. One of the tourist’s attractions is “Jendela Alam," the educational tourism destination that
combines the idea of farm tourism activities and recreation park. Most of the visitors are students or schools
that want to study about farming activities. However, there are many competitors that offered the same
products and services right now, so the management has a big effort to anticipate the competitive situation.
One of the efforts is by developing the personal selling activities to encourage schools for visiting the place.
Thus, this research studied the personal selling as the independent variable that consists of some sub variables,
namely, building relationship, closing the deal, and building loyalty. Furthermore, the dependent variable is
the visiting decision. The method of the research is descriptive and verification research. The research
instrument is the questionnaires that are distributed to 100 respondents. The data were analysed multiple
regressions statistical analysis. The result shows that there was a significant influence between the personal
selling activities of the visit decision to this tourists' attraction.