Pengaruh Personal Selling, Kepercayaan Pelanggan, dan Direct Marketing terhadap Keputusan Pembelian Produk Wardah di Toko Duta Cosmetic Bireuen

Abstract

This study aims to analyze the influence ofpersonal selling, customer trust, and direct marketing on purchasing decisions for Wardah products at Duta Cosmetic Store, Bireuen Regency. Utilizing a causal quantitative design, this research involved 108 respondents selected through a non-probability purposive sampling technique. Primary data collected via structured questionnaires (1 –5 Likert scale) were analyzed using multiple linear regression in SPSS. Partial statistical evaluation confirms that personal selling exerts a positive and highly significant effect (t_count =6.635 > t_table =1 .983; p=0.000 < 0.05), emerging as the primary dominant factor. Furthermore, customer trust proved to have a positive and significant impact (t_count =5.276 > t_table =1 .983; p=0.000 < 0.05), alongside direct marketing (t_count =2.842 > t_table =1 .983; p=0.005 < 0.05). Simultaneously, all three independent variables significantly influenced purchasing decisions (F_count =33.079 > F_table =2.69; p=0.000 < 0.05). The correlation coefficient (R=0.699) indicates a strong relationship, while the coefficient ofdetermination (R²=0.488) shows that 48.8% ofthe variation in decisions is explained by the model, with 51 .2% determined by exogenous factors outside this study.