WORD OF MOUTH AND PERSONAL SELLING TO INCREASE PURCHASE DECISION OF READYMIX CONCRETE PRODUCTS THROUGH COMPETITIVE ADVANTAGE AND CORPORATE TRUST
Universitas 17 Agustus 1945 Surabaya
DOI:
https://doi.org/10.70197/jebisma.v2i2.60Keywords:
Word of mouth, purchase decission, brand trustAbstract
This research integrates two marketing approaches that are often considered separately, word of mouth (WOM) and personal selling, to explore their influence on purchase decision in the context of concrete products. This study offers new insights into the synergy of these two strategies in influencing purchase decisions by considering the role of corporate trust and competitive advantage as mediator variables. Corporate trust serves as a link between the influence of WOM and personal selling on purchase decision, while competitive advantage allows companies to offer products that are superior to their competitors. This research uses a quantitative approach with causal explanatory. The population in this study were customers of PT Varia Usaha Beton Gresik branch who made cash purchases of ready-mixed concrete products in July-September 2024. The sample used in this study was 103 respondents. This research uses purposive sampling method. The results showed that word of mouth has a significant effect on competitive advantage, personal selling has a significant effect on competitive advantage, word of mouth has a significant effect on corporate trust, personal selling has a significant effect on corporate trust, word of mouth has a significant effect on purchase decision, personal selling has an insignificant effect on purchase decision, competitive advantage has an insignificant effect on purchase decision, corporate trust has an insignificant effect on purchase decision of readymix concrete products at PT. Varia Usaha Beton in Gresik.
Downloads
References
Agesti, N., Mohammad, ;, Ridwan, S., & Budiarti, E. (2021). The Effect of Viral Marketing, Online Customer Review, Price Perception, Trust on Purchase Decisions with Lifestyle as Intervening Variables in the Marketplace Shopee in Surabaya City. International Journal of Multicultural and Multireligious Understanding, 8(2), 496–507. http://ijmmu.comhttp//dx.doi.org/10.18415/ijmmu.v8i3.2526
Budiarti, E. (2018). Pengaruh Customer Relationship Management, Kualitas Pelayanan,Orientasi Kewirausahaan Terhadap Keunggulan Bersaing Dan Dampaknya Pada Kinerja Pemasaran Pasar Rakyat Di Provinsi Jawa Timur. Jurnal Universitas 17 Agustus 1945 Surabaya, 190–212.
Halik, A. (2016). Pengaruh Bauran Pemasaran Jasa, Kualitas Layanan Dan Nilai Religiusitas Terhadap Kepercayaan Nasabah Dan Imlikasinya Pada Komitmen Nasabah Bank Umum Syariah Di Wilayah Gerbang Kertasusila Jawa Timur. JHP 17 (Jurnal Hasil Penelitian), 01(01), 123–148.
Julitawaty, W., Willy, F., & goh, T. S. (2020). Pengaruh Personal Selling Dan Promosi Penjualan Terhadap Efektifitas Penjualan Ban Sepeda Motor Pt. Mega Anugrah Mandiri. Bisnis Kolega, 6(1), 43–56. https://www.ejournal.pmci.ac.id/index.php/jbk/article/view/47
Makalew, G. A., Mananeke, L. L., & Tawas, H. N. (2016). Analisis Pengaruh Reputasi Merek, Kualitas Layanan, Dan Loyalitas Nasabah Terhadap Keunggulan Bersaing (Studi Pada Nasabah Taplus Anak PT. Bank Negara Indonesia (PERSERO) TBK Kantor Cabang Utama Manado). Jurnal EMBA, 4(3), 531–544. https://ejournal.unsrat.ac.id/index.php/emba/article/view/14248
Mashuri, D. I., Wulan, N., Palupi, I., Febrima, A. Y., & Pati, U. S. (2024). 1,2,3 1. 1(3), 1–7.
Melindawaty, M., & Istikomah, K. (2024). PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Kosmetik Emina di Jakarta Selatan). Jurnal Ekonomi Bisnis Manajemen Dan Akuntansi (JEBISMA), 2(1). https://doi.org/10.70197/jebisma.v2i1.38
Shabrina, A. N., Fauzi, A., Wibowo, A., Fikri, N., Ramadhan, H. N., Choirudin, M., Riyandito, M. R., Ramadhani, N., & Hikayatuni’mah, A. (2023). Peran Manajemen Sumber Daya Manusia Strategik dalam Menciptakan Keunggulan Kompetitif Perusahaan. Jurnal Ilmu Manajemen Terapan (JIMT), 4(3), 1–6. https://creativecommons.org/licenses/by/4.0/
Sun, X., Foscht, T., & Eisingerich, A. B. (2021). Journal of Retailing and Consumer Services Does educating customers create positive word of mouth ? Journal of Retailing and Consumer Services, 62(October 2020), 102638. https://doi.org/10.1016/j.jretconser.2021.102638
Sunyoto, D., & Saksono, Y. (2022). Perilaku Konsumen. Eureka Media Aksara, November 2022 Anggota Ikapi Jawa Tengah, 212.
Yuan, B., & Peluso, A. M. (2021). The influence of word-of-mouth referral on consumers’ purchase intention: Experimental evidence from wechat. Sustainability (Switzerland), 13(2), 1–18. https://doi.org/10.3390/su13020645
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 rakmat dwi anugrah putra
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
