CD Tesis

Analisis Bauran Pemasaran Terhadap Minat Dan Keputusan Pembelian Perumahan (Rumah Sederhana) Di Kota Pekanbaru

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Housing and settlement are basic human needs and have a strategic function in its role as a center for family education, cultural nursery and upcoming generation quality. The growth of Pekanbaru city residents encourages the growth of housing development in Pekanbaru City so as to provide developers with the opportunity to compete to provide housing in accordance with the segmentation of society such as houses of simple type, middle to upper middle class. According to Bank BTN data in 2011-2013, the realization of subsidized housing loans (modest houses) increased by 113.71%. Given the high interest in purchasing these modest homes, developers should pay close attention to good marketing strategies in order to stay afloat in the housing marketing competition by providing more value than simple home sales such as various facilities, prices and access to the city.
The formulation of problem in this research is how far the influence of marketing mix strategy which consist of price, location, building (product), facility and environment to interest and decision of simple home purchase by consumer of Pekanbaru City. the purpose of this study to know and analyze consumers Pekanbaru City and know the dominant variable affecting the decision of 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 is descriptive quantitative, the nature of research is just to get a picture of a situation and problems and interpret. population in this study was 251,921 households, the sample size of this study as many as 100 respondents. Hypothesis testing using Structural Equation Modeling (SEM) analysis. In this study there are six hypotheses that have been tested through SEM analysis with 5% significance level 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 the interest variable is the price with the contribution of 76.3% while the decision variable that has a direct influence is the interest variable with the contribution of 73.1%. For indirect effect of variable which have the biggest influence to decision variable buy is price with contribution equal to 55,8%. based on the results of the analysis can be concluded to form a buying decision can only be done if a simple residential community already has an interest to buy a house.

Keywords: Simple House, Marketing Mix, Buying Interest, Buying Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 218 (0101)

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Manajemen.., 2018

Deskripsi Fisik

xiv, 114 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 218 (0101)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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