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PENGARUH PERSONAL SELLING, KEMASAN DAN KUALITAS PRODUK TERHADAP MINAT BELI PUSRI DIESEL EXHAUST FLUID (PUSRI DEF) UNTUK KENDARAAN STANDAR REGULASI EURO 4 DI INDONESIA

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Indonesia has implemented Euro 4 regulations for motor vehicles as a commitment to reducing greenhouse gas emissions. The automotive industry is required to use more advanced emission control technology, one of which is Selective Catalytic Reduction (SCR) technology in diesel vehicles. The implementation of Euro 4 which requires the use of SCR technology, automatically increases demand for diesel exhaust fluid (DEF), whose market growth is projected to increase significantly over the next five to ten years. Urea solution which is the main raw material for DEF, provides an opportunity for PT Pupuk Sriwidjaja Palembang to develop Pusri DEF products, which have already conducted a soft launch in 2024. Pusri DEF products are still new and not widely known, and the market is still quite specific, which is a challenge for PT Pupuk Sriwidjaja Palembang in selling and developing its products. The study aims to determine the effect of personal selling, packaging, and product quality on purchasing interest in Pusri Diesel Exhaust Fluid (Pusri DEF) for Euro 4 standard vehicles in Indonesia. The population in this study were 36 companies engaged in the transportation, heavy equipment, and energy industries that use Euro 4 standard heavy duty vehicles that have purchased or are aware of and have the potential to purchase Pusri DEF products. The analysis method used was multiple linear regression. The sample used in this study was 108 respondents using a purposive sampling technique in determining the sample. The results showed that personal selling, packaging, and product quality had a positive and significant effect on purchasing interest. Keywords: Personal Selling, Packaging, Product Quality, Purchase Interest

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Detail Information

Series Title

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Call Number

T1894002025

Publisher

Indralaya : Prodi Magister Manajemen, Fakultas Ekonomi Sriwijaya., 2025

Collation

xiv, 165 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.80

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Prodi Magister Manajemen
Pemasaran & distribusi

Specific Detail Info

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Statement of Responsibility

TUTI

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