Noor, F., Marnis, & Putro, T. S.
The Influence of Promotional Mix on Purchase Decision at PT. Asta KaryaPekanbaru, Mediated by Consumer Interest in Purchasing a Home. |
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Full Article: PDF
Scientific Object Identifier: http://s-o-i.org/1.1/TAS-01-117-41
DOI: https://dx.doi.org/10.15863/TAS.2023.01.117.41
Language: English
Citation: Noor, F., Marnis, & Putro, T. S. (2023). The Influence of Promotional Mix on Purchase Decision at PT. Asta KaryaPekanbaru, Mediated by Consumer Interest in Purchasing a Home. ISJ Theoretical & Applied Science, 01 (117), 514-525. Soi: http://s-o-i.org/1.1/TAS-01-117-41 Doi: https://dx.doi.org/10.15863/TAS.2023.01.117.41 |
Pages: 514-525
Published: 30.01.2023
Abstract: In Pekanbaru, there is currently fierce competition for market share in the housing sector. The corporation must work to maintain and boost its revenues if it hopes to accomplish its aim of continuing to exist and grow over the years. Every housing needs the ability to draw customers through communication or promotions that can entice customers to acquire the goods or services given. A marketing strategy is simply a comprehensive, integrated, and unified approach in the field of marketing. This study set out to identify and evaluate the impact of direct marketing, personal selling, and sales promotion on consumer interest. to research and analyze how consumer buying interests are used to influence purchasing decisions through advertising, personal selling, sales promotion, and direct marketing. Moreover, to understand and examine how customer interests in making purchases affect such selections. The people who will purchase homes from PT. AstaKaryaPekanbaru in 2020 make up the study's demographic. 86 persons made up the study's sample. Structural Equation Modeling (SEM) PLS is used to analyze the data used in this study. The findings of the study demonstrate that sales promotion, personal selling, direct marketing, and advertising all have an immediate impact on consumer interest and purchasing behavior. While the interest variable mediates the impact of sales promotion, direct marketing, personal selling, and advertising on purchasing decisions.
Key words: Promotional materials, in-person sales, direct marketing, consumer interest, and purchase decisions.
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