THE EFFECT OF DIRECT SELLING ON CONSUMERS' PURCHASE DECISION: CASE OF AYAT SHARE COMPANY

Abstract

This study investigates The Effect of Direct Selling on Consumers' Purchase Decision: Case Of Ayat Real Estate. The research addresses the problem of understanding which factors most significantly influence purchase behavior in the real estate sector, where high-involvement decision-making plays a critical role. Using a quantitative research approach, data were collected through structured surveys and analyzed using regression analysis to examine the relationship between the identified factors and purchase decisions. The findings reveal that personalized communication, product presentation, and follow-up services have a significant positive impact on consumer purchase decisions, with follow-up services emerging as the strongest predictor. Conversely, trust-building strategies demonstrated a weak and statistically insignificant relationship with purchase outcomes, suggesting potential challenges in implementation or contextual differences. The study concludes that effective communication, engaging product presentation, and consistent follow-up services are critical drivers of purchase behavior, while trust-building strategies require refinement for better alignment with customer expectations. Key recommendations include enhancing sales representatives' skills in communication, improving property presentation methods with digital tools, maintaining structured follow-up systems, and reassessing trust-building approaches to ensure transparency and reliability. These findings provide actionable insights for Ayat Real Estate S.C. to optimize their sales strategies, strengthen customer relationships, and improve overall sales performance. Future research is encouraged to explore the integration of emerging technologies, such as virtual reality and artificial intelligence, in enhancing these factors to further influence purchase decisions.