Analisis Pengaruh Advertising, Personal Selling, Sales Promotion, Publicity dan Word of mouth terhadap Keputusan Pembelian

Abstract

This research is aimed to analyze the influence of Advertising, Personal selling, Sales Promotion, Publicity and Word-of-mouth on Purchase Decision of Precious Metals at PT. Pegadaian (Persero) South Manado Branch. This is an associative type of research using a judgment sampling approach and the multiple linear regressions as the tools of analysis. 100 respondents were used as samples, with the hypothesis testing of F and t-tests, where data were analyzed using SPSS 21.0. The findings show that Advertising and Personal Selling do not have significant effect on Purchase Decision, while Sales Promotion, Publicity, and Word-of-mouth have significant influence on Purchase Decision.

Keywords: Advertising, Personal selling, Sales Promotion, Publicity, Word-of-mouth