ANALISIS PENGARUH DIRECT MARKETING TERHADAP KEPUTUSAN PEMBELIAN DALAM USAHA MIKRO PENTOL DI KOTA PANGKALPINANG

Abstract

The purpose of this study was to determine the effect of direct marketing on purchasing decisions either simultaneously or partially. This research was conducted from January 2023 to June 2023. The method used in this study is descriptive with a quantitative approach with the aim of finding the relationship between the independent variables (Personalization, Relevance, Frequency, Responsiveness, Convenience, Customer Support) and the dependent variable (Purchase Decision) using a statistical formula. The results of the study prove that: (1) Relevance has an effect on Purchase Decisions, a significant value (Sig) of 0.016 is less than 0.05 and the t_count value is 2.462 greater than the t_table 1.98373. (2) Responsiveness has an effect on Purchase Decisions, a significant value (Sig) of 0.013 is less than 0.05 and a t_count value of 2,533 is greater than t_table 1.98373. Meanwhile (3) Personalization, does not affect purchase decisions, a significance value (Sig) of 0.953 greater than 0.05 and the value of t_count 0.059 is smaller than t_table 1.98373. (4) Frequency has no effect on purchasing decisions with a significant value (Sig) of 0.130 greater than 0.05 and a t_count of 1.528 less than a t_table of 1.98373. (5) Ease, has no effect on purchasing decisions with a significant value (Sig) of 0.607 greater than 0.05 and a t_count of 0.515 less than t_table 1.98373. (6) Customer support has no effect on purchasing decisions with a significant value (Sig) of 0.468 greater than 0.05 and a t_count of 0.729 less than t_table 1.98373.