The Influence of Market Strategy and Marketing Mix on Customer Value and its Implications on Home Purchase Decisions (Study on Subsidy Home Buyers in Subsidy Cluster Housing in Bekasi Raya)

Abstract

The background to this research is that there is a phenomenon of increasing population which is not matched by growth in the number of houses for the population. Of course, commercial houses with strategic locations can only be owned by some consumers who have sufficient finances. Another alternative is subsidized housing, which is expected to be able to keep up with the rate of population growth.

The aim of this research is to analyze and test the influence of Market Strategy and Marketing Mix variables on Customer Value and the impact on Purchasing Decisions.

The research method uses Structural Equation Modeling analysis with a sample of 400.

The research findings show that market strategy variables, marketing mix and customer value have a positive and significant influence both directly and indirectly on consumer purchasing decisions to buy subsidized housing.