Pengaruh Direct Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian

I Putu Yogi Pramana Putra; Anak Agung Ngurah  Gede Sadiartha; Ida Ayu  Sasmita Dewi

doi:10.32795/vol4wamrtno1th24

I Putu Yogi Pramana Putra Universitas Hindu Indonesia
Anak Agung Ngurah Gede Sadiartha Universitas Hindu Indonesia
Ida Ayu Sasmita Dewi Universitas Hindu Indonesia

DOI: https://doi.org/10.32795/vol4wamrtno1th24

Keywords: Direct Marketing, Kualitas Pelayanan, Keputusan Pembelian

Abstract

Along with the rapid progress of the times and human needs are increasing, especially in the fields of technology, information and communication, this has encouraged consumers to increase the intensity of using technology in their daily needs. Interconnected network or more familiarly called the internet is one of the developments in information and communication technology that offers sophistication, practicality and convenience. This research is to determine the influence of direct marketing and service quality on purchasing decisions for CBN Fiber Home. This research was conducted on people in the city of Denpasar. The data used in this research are primary and secondary data. The number of samples in this research was 100 respondents. The sampling method uses purposive sampling technique. The test instrument used in this research is the validity and reliability test. The data analysis technique used is Multiple Linear Regression analysis, Determination, t test and F test. The results of this research are that direct marketing has a positive and significant effect on purchasing decisions. Service quality has a positive and significant effect on purchasing decisions. Direct marketing and service quality simultaneously have a significant influence on purchasing decisions..

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