PENGARUH WORD OF MOUTH, TRUST, DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM PEDAGANG BUAH GROSIR UD SURYA SEJAHTERA DI PASAR GEDE SURAKARTA

Abstract

This study aims to analyze the influence of Word of Mouth, Trust, and Personal Selling on Purchasing Decisions of UMKM wholesale fruit traders at Pasar Gede, Surakarta, using a case study of the UD Surya Sejahtera Kiosk. The background of this research is based on the importance of understanding the factors that influence consumer purchasing decisions in the context of traditional markets that still rely on direct interaction between sellers and buyers. This study used a quantitative approach with a survey method. Data were collected by distributing questionnaires to respondents who were consumers or buyers at the UD Surya Sejahtera Kiosk. Simultaneously, the variables Word of Mouth, Trust, and Personal Selling significantly influenced Purchasing Decisions. However, partial results showed that Word of Mouth and Trust had no significant effect on Purchasing Decisions, while Personal Selling had a positive and significant effect on Purchasing Decisions. Personal selling is also the most dominant variable influencing purchasing decisions. The implications of this research indicate that in the context of traditional markets, direct interaction between sellers and buyers plays a more important role than indirect communication or pre-established trust.