Putra, Rakmat Dwi Anugrah (2024) Word Of Mouth Dan Personal Selling Untuk Meningkatkan Purchase Decision Produk Beton Readymix Melalui Competitive Advantage Dan Corporate Trust Pada PT. Varia Usaha Beton Di Gresik. (Word Of Mouth and Personal Selling to Increase Purchase Decision of Ready-Mix Concrete Products Through Competitive Advantage and Corporate Trust at PT. Varia Usaha Beton in Gresik). Masters thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The purpose of this study was to determine the effect of Word of Mouth and personal selling to increase the purchase decision of readymix concrete products through competitive advantage and corporate trust at PT Varia Usaha Beton in Gresik. Corporate trust mediates the influence of WOM and personal selling on purchasing decisions, while competitive advantage allows companies to offer products that are superior to their competitors. This research uses a quantitative approach with a causal explanatory research type. 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. Data collection techniques through questionnaires that have been tested for validity and reliability. The data analysis used in this research is the Structural Equation Model (SEM) method with the Partial Least Square (PLS) alternative method. The results showed that (1) Word of Mouth has a significant effect on competitive advantage, (2) personal selling has a significant effect on competitive advantage (3) Word of Mouth has a significant effect on corporate trust (4) personal selling has a significant effect on corporate trust (5) Word of Mouth has a significant effect on purchase decision (6) personal selling has an insignificant effect on purchase decision (7) competitive advantage has an insignificant effect on purchase decision (8) corporate trust has a significant effect on purchase decision of ready mix concrete products at PT. Varia Usaha Beton in Gresik.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | word of mouth, personal selling, competitive advantage, corporate trust, purchase decision |
| Subjects: | H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Magister Manajemen |
| Depositing User: | 1262300008 Rakmat Dwi Anugrah Putra |
| Date Deposited: | 20 Mar 2002 17:34 |
| Last Modified: | 20 Mar 2002 17:34 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/36676 |
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