The Effect of Personal Selling, Word of Mouth on the Decision to Become a Customer Through Customer Satisfaction as Intervening Variable at PT. PNM Area Jakarta 1


Authors : Endang Nurjani

Volume/Issue : Volume 6 - 2021, Issue 10 - October

Google Scholar : http://bitly.ws/gu88

Scribd : https://bit.ly/3oZAoGE

This research is about the influence of Personal Selling, Word of Mouth on the decision to become a customer at PT. PNM Mekaar Area Jakarta 1 conducted at PNM Mekaar Area Jakarta 1. Data obtained by distributing questionnaires to 1005 respondents who are customers of PNM Mekaar in Jakarta Area 1. Data processed by Structural Equation Modeling (SEM) method and using IBM SPSS AMOS version tools 26. The results of the research hypothesis show that the Personal Selling, Word of Mouth variable has a significant positive effect on the decision to become a customer, as well as if the two variables are carried out simultaneously, it has a significant positive effect on the decision to become a customer.

Keywords : Personal Selling, Word of Mouth, Customer Satisfaction, Purchase Decision.

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Paper Submission Last Date
31 - December - 2021

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