Effect of Advertising, DM, WOM and Personal Selling on Consumer Purchasing Decisions

Soehardi, Soehardi (2021) Effect of Advertising, DM, WOM and Personal Selling on Consumer Purchasing Decisions. Jurnal Manajemen Universitas Tarumanagara, 26 (01). pp. 82-98. ISSN 2549-8797

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Abstract

The purpose of this study is to analyze the effect of advertising, direct marketing, word of mouth and personal selling on consumer purchasing decisions for passenger ship tickets in Tanjung Pasir. The population in this study are all tourists who use sea transportation services from Tanjung Pasir beach to Untung Java Island. The sample used is purposive sampling with 155 respondents distributed questionnaires and 82 respondents returned. Quantitative research methods are used in this study with analysis of construct validity and reliability, discriminant validity, outer loading, collinearity statistics, path coefficients, R square and model fit. The results obtained that there is a significant effect of advertising on consumer purchasing decisions, direct marketing on consumer purchasing decisions, word of mouth on consumer purchasing decisions and personal selling on consumer purchasing decisions. Keywords: Advertising, Direct Marketing, Word of Mouth, Personal Selling and Consumer Purchase Decisions

Item Type: Article
Subjects: Manajemen > Manajemen Pemasaran
Manajemen
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Creators:
CreatorsNIM/NIDN
Soehardi, Soehardi0311096604
Depositing User: Soehardi
Date Deposited: 01 Mar 2022 06:39
Last Modified: 01 Mar 2022 06:39
URI: http://repository.ubharajaya.ac.id/id/eprint/13455

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