THE EFFECT OF ADVERTISING, PERSONAL SELLING AND WORD OF MOUTH ON PURCHASE DECISIONS AT UD  SUMBER BANGUNAN SABRANG AMBULU JEMBER

Ike  Prastika; Muhammad  Firdaus; Nely  Supeni

doi:10.31967/jembar.v1i1.952

Ike Prastika Mandala Institute of Technology and Science, Jember Regency, Indonesia
Muhammad Firdaus Mandala Institute of Technology and Science, Jember Regency, Indonesia
Nely Supeni Mandala Institute of Technology and Science, Jember Regency, Indonesia

DOI: https://doi.org/10.31967/jembar.v1i1.952

Keywords: Advertising, Personal Selling, Word of Mouth, Purchase Decision

Abstract

Marketing is a very important part for companies to earn profits, achieve targeted sales turnover am, and provide the expected satisfaction effectively and efficiently. The purpose of this study is to determine the effect of advertising, personal selling and word of mouth on purchasing decisions. The method of analysis used in this study is the validity test, reliability test, classical assumption test, multiple linear regression analysis test, coefficient of determination (R2) and hypothesis testing using SPSS. The results of this study indicate that advertising, personal selling and word of mouth affect simultaneously to the purchase decision. And partially advertising has no significant effect on purchasing decisions, personal selling in partial has no significant effect on purchasing decisions, and word of mouth has a significant effect on purchasing decisions.