The Influence of Personal Selling and Price on Business-to-Business (B2B) Consumer Purchasing Decisions at PT Catur Adiluhur Sentosa Palembang

Authors

  • Tyas Farras Fadhlur Rohman Universitas Sriwijaya
  • Dessy Sriwijaya University
  • Welly Sriwijaya University
  • Nofiawaty Nofiawaty Sriwijaya University

DOI:

https://doi.org/10.31851/jmwe.v23i1.21363

Keywords:

Personal Selling, Price, Purchasing Decisions, B2B, Quantitative Study

Abstract

This study aims to examine the effect of personal selling and price on purchasing decisions in a Business-to-Business (B2B) context at PT Catur Adiluhur Sentosa Palembang. A quantitative research approach was employed, using a non-probability sampling technique with a purposive sampling method. The sample consisted of 100 respondents who are B2B customers of the company. Data were analyzed using multiple linear regression, supported by t-tests and F-tests.The results indicate that personal selling does not have a significant effect on purchasing decisions. In contrast, price has a positive and significant effect on purchasing decisions. Furthermore, the results of the F-test show that personal selling and price simultaneously have a significant effect on purchasing decisions. These findings suggest that price plays a more dominant role than personal selling in influencing B2B purchasing decisions at PT Catur Adiluhur Sentosa Palembang.

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Published

2026-05-02

Issue

Vol. 23 No. 1 (2026): Jurnal Media Wahana Ekonomika, April 2026

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Articles

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