Sabri, Muh Ryan Fitrah Firdaus (2023) THE INFLUENCE OF ADVERTISING, SALES PROMOTION, PERSONAL SELLING AND WORD OF MOUTH ON CUSTOMER PURCHASING DECISIONS AT CAFE CHILL IN BONE, SOUTH SULAWESI. Skripsi thesis, Universitas Hasanuddin.
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Abstract (Abstrak)
The Influence Of Advertising, Sales Promotion, Personal Selling And Word of Mouth on Customer Purchasing Decisions at Cafe Chill in Bone, South Sulawesi
Muh Ryan Fitrah Firdaus Sabri
Abdul Rahman Laba
Muhammad Sobarsyah
This study aims to analyze the influence of advertising, sales promotion, personal selling and word of mouth on customer purchasing decisions at Cafe Chill Bone, South Sulawesi. This study used descriptive quantitative methods with multiple regression analysis models, while data collection was carried out by distributing questionnaires to 95 cafe visitors as respondents. The results of this study indicate that: (1) Based on the results of partial testing, advertising, sales promotion, personal selling and word of mouth audit each have a positive and significant effect on customer purchasing decisions. (2) advertising, sales promotion, personal selling and word of mouth have a simultaneous influence on customer purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions (Program Studi): | Fakultas Ekonomi > Manajemen |
| Depositing User: | Nasyir Nompo |
| Date Deposited: | 16 Feb 2024 03:14 |
| Last Modified: | 16 Feb 2024 03:14 |
| URI: | http://repository.unhas.ac.id:443/id/eprint/29875 |
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