The Effect of Telemarketing and Consumer Trust on the Purchase Decision of P&G Products at PT. Borwita Citra Prima Yogyakarta

Widiana Winarsih; Sri Handayani; Zaki Sierrad

doi:10.55927/fjas.v4i11.470

Authors

Widiana Winarsih Universitas Teknologi Yogyakarta
Sri Handayani Universitas Teknologi Yogyakarta
Zaki Sierrad Universitas Widya Mataram Yogyakarta

DOI:

https://doi.org/10.55927/fjas.v4i11.470

Keywords:

Telemarketing, Consumer Trust, Purchasing Decision, P&G Products, PT. Borwita Citra Prima

Abstract

This study aims to analyze the influence of telemarketing and consumer trust on purchasing decisions of P&G products at PT. Borwita Citra Prima Yogyakarta. The research employed a descriptive quantitative method. Data were collected through questionnaires distributed to 101 consumers who had purchased P&G products via telemarketing agents at PT. Borwita Citra Prima Yogyakarta. The results reveal that telemarketing has a positive and significant effect on purchasing decisions. Likewise, consumer trust also has a positive and significant influence on purchasing decisions. The coefficient of determination (R²) of 0.771 indicates that telemarketing and consumer trust simultaneously affect purchasing decisions by 77.1%, while the remaining 22.9% is influenced by other factors not examined in this study.

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