PENGARUH WORD OF MOUTH DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN MOBIL BEKAS (STUDI PADA SHOWROOM SABRINA MOBIL)

Abstract

This research aims to analyze the impact of Word of Mouth and Personal Selling on the purchasing decisions of used cars at the Sabrina Mobil Showroom. By investigating these factors, the study provides valuable insights into what drives consumer purchases at the showroom while also offering practical strategies to enhance sales and competitiveness. This study employs a quantitative research approach, utilizing multiple linear regression for data analysis. The research population consists of 158 consumers who have purchased used cars from the Sabrina Mobil Showroom, with the sample selected using a random sampling technique. Data collection was conducted through questionnaire distribution to showroom customers, and data processing was performed using SPSS 25. The results indicate that Word of Mouth significantly influences purchasing decisions, as evidenced by a t-value of 6.033, which is greater than the t-table value of 1.975, with a significance level of 0.000 (< 0.05), leading to the acceptance of Ho and rejection of Ha. Similarly, Personal Selling also impacts purchasing decisions, with a t-value of 5.197 exceeding the t-table value of 1.975 and a significance level of 0.000 (< 0.05), confirming the acceptance of Ho and rejection of Ha. Furthermore, based on the F-test results, the significance value of 0.000 is lower than the predefined significance level (α = 0.05), leading to the rejection of Ho and acceptance of Ha. This indicates that both Word of Mouth and Personal Selling simultaneously affect purchasing decisions.