The Effect Of Direct Marketing And Word Of Mouth On Purchase Decisions In CV. New Master

Zhalfa  Putri Elisa; Asep  Muhammad Nasir; Haji  Mustaqim

doi:10.98765/apjbet.v3i3.149

Zhalfa Putri Elisa FEB of Ibnu Sina University Batam
Asep Muhammad Nasir FEB of Ibnu Sina University Batam
Haji Mustaqim FEB of Ibnu Sina University Batam

DOI: https://doi.org/10.98765/apjbet.v3i3.149

Keywords: Direct Marketing, Word of Mouth, Purchase Decision

Abstract

This research was conducted at CV New Master. The time of the research was carried out from December 2021 to May 2022. The purpose of this study was to find out and analyze the effect of direct marketing and word of mouth on purchasing decisions at CV New Masters.

The population in this study is the population of all CV New Master customers in 2020, totaling 35 respondents. Sampling in this study by census technique. Thus, the results obtained from the number of samples from the entire population, so that the sample required in this study were 35 respondents. The data collection technique that the authors use is a questionnaire. Furthermore, the authors analyzed the data using analytical and quantitative methods. The results of the study were analyzed using multiple linear regression with the help of the SPSS version 20 computer program.

Based on the hypothesis and analysis of research results, it can be concluded that direct marketing and word of mouth have a significant effect on purchasing decisions. The contribution of Direct Marketing and Word of Mouth variables to Purchase Decisions at CV New Master, is 80.7%, while the remaining 19.3% is influenced by other variables not examined.