Pengaruh Personal Selling, Sales Promotion dan Word Of Mouth Terhadap Keputusan Pembelian Smartphone Android Pada Goo-Cell di Kecamatan Kedungadem Kabupaten Bojonegoro

Fitriani, Riza Nur (2025) Pengaruh Personal Selling, Sales Promotion dan Word Of Mouth Terhadap Keputusan Pembelian Smartphone Android Pada Goo-Cell di Kecamatan Kedungadem Kabupaten Bojonegoro. Skripsi thesis, Univeritas Muhammadiyah Lamongan.

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Abstraksi

This study aims to examine the effect of personal selling, sales promotion, and word of mouth on purchasing decisions for Android smartphones at Goo-Cell, located in Kedungadem District, Bojonegoro Regency. A quantitative research method is used in this study, with data obtained from 90 respondents through questionnaires. The data were analyzed using SPSS version 25. The findings reveal that personal selling, sales promotion, and word of mouth each have a positive and significant effect on purchasing decisions. These results reveal that marketing communication strategies, both direct and through consumer recommendations, play a crucial role in stimulating consumer purchase interest. Therefore, it is essential for companies to enhance personal interactions with customers, provide attractive promotional offers, and foster customer satisfaction to generate positive word of mouth. Thus, the effective management of these three factors is regarded as essential for enhancing sales performance and cultivating customer loyalty. Key word: Personal selling, Sales promotion, Word of mouth, Purchase decision

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Personal Selling, Sales Promotion, Word Of Mouth, Purchase Decision
Subjects:	Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis Fakultas Ekonomi dan Bisnis > S1 Manajemen Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen
Divisions:	Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User:	Riza Nur Fitriani
Date Deposited:	07 Aug 2025 06:52
Last Modified:	07 Aug 2025 06:52
URI:	http://repository.umla.ac.id/id/eprint/5525

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