The Influence of Word Of Mouth and Personal Selling on Customer Interest of PT. Pegadaian Manado Utara Branch in Pegadaian's Digital Gold Savings Service

Abstract

This study aims to determine the Influence of Word of Mouth and Personal Selling on the Interest of Customers of PT. Pegadaian Manado Utara Branch on Pegadaian Digital Gold Savings services. This type of research is quantitative research using descriptive research methods. The sample obtained was 45 samples using the Non-probability sampling method in the form of purposive sampling. The analysis used is descriptive statistical analysis, total score, classical assumptions, regression analysis and simple and multiple correlations. While the results of the research analysis, the simultaneous correlation coefficient value r = 0.753 indicates that Word of Mouth and Personal Selling have a strong and significant relationship to increasing the Interest of Customers of PT. Pegadaian Manado Utara Branch on Pegadaian Digital Gold Savings services. The value adjusted r square 0.546 indicates that the increase in Interest of Customers of PT. Pegadaian Manado Utara Branch In Pegadaian Digital Gold Savings service 56.6% is influenced by Word Of Mouth and Personal Selling together while the remaining 43.4% is influenced by other factors outside this research.