Sutanto, Wahono and Sitepu, Badikenita and Simatupang, Parhimpunan (2017) Influence of 7P’s Marketing Mix to Home Buyer Purchase Decision on Tangerang Residential Housing Market. Masters thesis, Swiss German University.

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Abstract

The purpose of this study is to analyze the influence of 7P’s marketing mix toward purchase decision in Tangerang residential housing market. The objective of the study is to provide whether there is positive relationship among 7P’s marketing mix which influence customer purchase decision. In this research, questionnaires were spread online to home buyer at Tangerang. In testing relationship between independent and dependent variable in the model are using Cronbach’s Alpha, Pearson’s Correlation and Regression. The researcher used closed ended self-administered questionnaires as a method of collecting data. The study was done on three hundred ninety-three respondents from home buyer at Tangerang. The finding of the study revealed that only five out of seven variable of 7P’s marketing mix have positive correlation to purchase decision in Tangerang residential housing market. To increase willingness to buy, developer should formulate market penetration strategy to create customer wants in terms of buying house.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	7P’s marketing mix; Purchase Decision; Home Buyer; Residential Housing Market.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD1361 Real estate business H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	14 May 2020 14:51
Last Modified:	14 May 2020 14:51
URI:	http://repository.sgu.ac.id/id/eprint/336

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