THE INFLUENCE OF PERSONAL SELLING, WORD OF MOUTH, AND SERVICE QUALITY ON PURCHASE DECISIONS WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE AT PNM MEKAAR REGIONAL BANDUNG 2

This research primarily seeks to investigate the impact of personal selling, word of mouth, and service quality on purchase decisions, considering customer satisfaction as an intervening construct. The study adopts a quantitative methodology, applying Structural Equation Modeling (SEM) via Smart PLS 4 to analyze data obtained from 115 respondents, all of whom are customers of PNM Mekaar Regional Bandung 2. The analysis reveal that personal selling, word of mouth, and service quality have a substantial and positive influence on customer satisfaction. In addition, both these independent variables and customer satisfaction are found to significantly shape purchase decisions. The results also demonstrate that customer satisfaction serves as an important mediating factor in the relationships between the independent variables and purchase decisions. These insights recommend that organizations strengthen the performance of personal selling,improve service quality, and effectively manage word of mouth communication as strategies to enhance customer satisfaction and, ultimately, purchasing behavior.