Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
ANALISIS BAURAN PEMASARAN TERHADAP MINAT DAN KEPUTUSAN PEMBELIAN PERUMAHAN (RUMAH SEDERHANA) DI KOTA PEKANBARU
Housing and settlement are basic human needs and have a strategicfunction in its role as a center for family education, cultural nursery andupcoming generation quality. The growth of Pekanbaru City residents encouragesthe growth of housing development in Pekanbaru City so as to provide developerswith the opportunity to compete to provide housing in accordance with thesegmentation of society such as houses of simple type, middle to upper middleclass. According to Bank BTN data in 2011-2013, the realization of subsidizedhousing loans (modest houses) increased by 113.71%. Given the high interest inpurchasing these modest homes, developers should pay close attention to goodmarketing strategies in order to stay afloat in the housing marketing competitionby providing more value than simple home sales such as various facilities, pricesand access to the city.The formulation of problem in this research is how far the influence ofmarketing mix strategy which consist of price, location, building (product),facility and environment to interest and decision of simple home purchase byconsumer of Pekanbaru City. the purpose of this study to know and analyzeconsumers Pekanbaru City and know the dominant variable affecting the decisionof a simple home purchase by consumers Pekanbaru City.The theory used is Marketing Management on Marketing Mix Strategy.Approach in this research is questionnaire and interview. This type of research isdescriptive quantitative, the nature of research is just to get a picture of asituation and problems and interpret. population in this study was 251,921households, the sample size of this study as many as 100 respondents. Hypothesistesting using Structural Equation Modeling (SEM) analysis. In this study there aresix hypotheses that have been tested through SEM analysis with 5% significancelevel resulting in Critical Ratio (CR) 1.96.The results show that marketing mix strategy has direct and indirect effect.For the direct influence of the variable that has the greatest influence on theinterest variable is the price with the contribution of 76.3% while the decisionvariable that has a direct influence is the interest variable with the contribution of73.1%. For indirect effect of variable which have the biggest influence to decisionvariable buy is price with contribution equal to 55,8%. based on the results of theanalysis can be concluded to form a buying decision can only be done if a simpleresidential community already has an interest to buy a house.
ANALISIS BAURAN PEMASARAN TERHADAP MINAT DAN KEPUTUSAN PEMBELIAN PERUMAHAN (RUMAH SEDERHANA) DI KOTA PEKANBARU
Housing and settlement are basic human needs and have a strategicfunction in its role as a center for family education, cultural nursery andupcoming generation quality. The growth of Pekanbaru City residents encouragesthe growth of housing development in Pekanbaru City so as to provide developerswith the opportunity to compete to provide housing in accordance with thesegmentation of society such as houses of simple type, middle to upper middleclass. According to Bank BTN data in 2011-2013, the realization of subsidizedhousing loans (modest houses) increased by 113.71%. Given the high interest inpurchasing these modest homes, developers should pay close attention to goodmarketing strategies in order to stay afloat in the housing marketing competitionby providing more value than simple home sales such as various facilities, pricesand access to the city.The formulation of problem in this research is how far the influence ofmarketing mix strategy which consist of price, location, building (product),facility and environment to interest and decision of simple home purchase byconsumer of Pekanbaru City. the purpose of this study to know and analyzeconsumers Pekanbaru City and know the dominant variable affecting the decisionof a simple home purchase by consumers Pekanbaru City.The theory used is Marketing Management on Marketing Mix Strategy.Approach in this research is questionnaire and interview. This type of research isdescriptive quantitative, the nature of research is just to get a picture of asituation and problems and interpret. population in this study was 251,921households, the sample size of this study as many as 100 respondents. Hypothesistesting using Structural Equation Modeling (SEM) analysis. In this study there aresix hypotheses that have been tested through SEM analysis with 5% significancelevel resulting in Critical Ratio (CR) 1.96.The results show that marketing mix strategy has direct and indirect effect.For the direct influence of the variable that has the greatest influence on theinterest variable is the price with the contribution of 76.3% while the decisionvariable that has a direct influence is the interest variable with the contribution of73.1%. For indirect effect of variable which have the biggest influence to decisionvariable buy is price with contribution equal to 55,8%. based on the results of theanalysis can be concluded to form a buying decision can only be done if a simpleresidential community already has an interest to buy a house.
ANALISIS BAURAN PEMASARAN TERHADAP MINAT DAN KEPUTUSAN PEMBELIAN PERUMAHAN (RUMAH SEDERHANA) DI KOTA PEKANBARU
Yordan, Andre (Autor:in) / Zulkarnain, Zulkarnain (Autor:in) / Alwie, Alvi Furwanti (Autor:in)
11.04.2019
Jurnal Tepak Manajemen Bisnis; Vol 11, No 1 (2019) ; 1979-3294
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
DDC:
720
ANALISIS PENGARUH MIGRASI MASUK TERHADAP PERMINTAAN RUMAH SEDERHANA DI KOTA PEKANBARU
BASE | 2015
PENGARUH BAURAN PEMASARAN TERHADAP MINAT MASYARAKAT DALAM MEMILIH RUMAH KOS DI SAMARINDA
| BASE | 2019