Personal Selling As A Key Driver in The Promotion Mix for Water Treatment Chemicals in Industrial Markets

Industrial markets for water treatment chemicals are characterized by high technical complexity, substantial purchase value, and the need for long-term buyer–seller relationships. Within the promotion mix, personal selling is widely regarded as the most effective communication tool due to its ability to address technical requirements and build buyer confidence. This study examines the association between the effectiveness of personal selling and the purchase decisions of industrial buyers using the Chi-Square test. Primary data were collected from a sample of 350 industrial respondents, including engineers, procurement managers, and plant operators. The statistical results reveal a significant relationship between personal selling effectiveness and purchase decisions, thereby confirming personal selling as a key driver in the promotion strategies of water treatment chemical companies operating in industrial markets.