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All Journal JURNAL RISET BISNIS DAN MANAJEMEN
Juwita Mariska Robot, Juwita Mariska
mm feb unsrat
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analisis Pengaruh Advertising, Personal Selling, Sales Promotion, Publicity dan Word of mouth terhadap Keputusan Pembelian Robot, Juwita Mariska
JURNAL RISET BISNIS DAN MANAJEMEN Vol 3, No 3 (2015): jrbm vol 3 no 3 tahun 2015
Publisher : Universitas Sam Ratulangi

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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
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