PENGARUH WORD OF MOUTH DAN CUSTOMER RELATIONSHIP MARKETING TERHADAP KEPUTUSAN PEMBELIAN CICIL EMAS PADA PT PEGADAIAN UNIT PEMBANTU CABANG (UPC) CIBADAK 2024

This study aims to determine the effect of word of mouth and customer relationship marketing on the decision to purchase gold installment products at PT Pegadaian Unit Pembantu Cabang (UPC) Cibadak 2024. This research is a quantitative study with a survey method. The population in this study were customers of PT Pegadaian Unit Pembantu Cabang (UPC) Cibadak 2024. The determination of the sample in this study used the non-probability sampling method with the sampling technique used was purposive sampling, with a sample size of 100 respondents. The analysis technique used in this study is Structural Equation Modeling (SEM) with the type of Partial Least Squares SEM (PLS-SEM) analysis and data processing using the SmartPLS 3.2.9 application. With the results of the study on the t-test, the word of mouth variable has a significant influence on purchasing decisions and the customer relationship marketing variable also has a significant influence on purchasing decisions.

Keywords: word of mouth, customer relationship marketing and purchasing decisions