Pengaruh Promosi Direct Selling terhadap Keputusan Pembelian Kartu Smartfren dengan Kepercayaan Konsumen sebagai Variabel Mediasi di Dompu
Keywords:
Direct Selling, Consumer Trust, Purchase Decision, Resource-Based View, TelecommunicationsAbstract
This study aims to analyze the effect of direct selling promotion on the purchase decisions of Smartfren cards, specifically focusing on the mediating role of consumer trust in Dompu Regency. An explanatory quantitative approach was employed, utilizing primary data collected through Likert-scale questionnaires distributed to 96 respondents, who were determined by the Lemeshow formula and selected using saturated sampling. The data were analyzed using Structural Equation Modeling (SEM) via Smart-PLS software, encompassing both outer and inner model evaluations. The findings reveal that direct selling promotion has a positive and significant direct effect on both consumer trust and purchase decisions. Furthermore, consumer trust significantly influences purchase decisions and successfully mediates the relationship between direct selling promotion and purchase decisions. Practically, these findings imply that telecommunication companies should optimize direct selling not only as a promotional tool but also as a strategic resource to build interpersonal relationships, because cultivating consumer trust through direct interactions is highly effective in driving final purchase decisions. This research provides originality by addressing the theoretical gap in previous studies regarding the inconsistent impact of direct selling; by integrating the Resource-Based View (RBV) perspective, this study validates consumer trust as a crucial mediating mechanism within the telecommunications industry context.
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