PENGARUH ADVERTISING, PERSONAL SELLING, DIRECT MARKETING DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PORCELANTILE

Abstract

Promotion activity is conducted in order to make the company objectives can be achieved. One important thing
which cannot be denied is the influence of advertising, the capability of sales force and direct sales which has been
done by every company. So, when the products which have been marketed are well received by the customers then
return will be a positive „word of mouth‟ as well. The samples are 100 customers of PT. Wisma Sehati Surabaya,
and the sample collection technique has been done by using the slovin formula. The data is the internal data of the
total visitors and the data of customers who have ever purchased at showroom PT.Wisma Sehati Surabaya in
2013.The result of this research shows that the significant level which occur in X variables (Advertising, Personal
Selling, Direct Marketing, and Word of Mouth) to Y variable (Purchasing Decision). It has been found on the result
of regressions that the Word of Mouth variable is the most significant variable in this research, since the high
frequency of customers in conducting the interaction with other customers which are related to their satisfaction
experience in using the product of Porcenlantile.
Keywords: Advertising, Personal Selling, Direct Marketing, Word of Mouth, Buying Decision.