Correlation of Location and Marketing Communication with Housing Purchase Decisions
Keywords:
location, marketing communication, purchase decisionAbstract
The house is one of the basic human needs that must be met. Determination of buying a house from the community based on the desire for property ownership rather than having to rent it for a certain period of time. The developers offer various products to attract the target market. They carry out marketing activities such as marketing communications. The location of housing is one of the attractions that are favored by marketers. Every marketing communication activity and determining the location of housing are the things that determine the decision to buy a house. This study aims to determine the correlation between marketing communications and residential purchasing decisions. In addition, it is also to determine the correlation between the determination of the location and the decision to buy a house. Based on these objectives, the analytical tool used is correlation. There are 50 respondents involved in this study. Respondents are house buyers in housing in the Sidoarjo area. Based on the results of data processing, it is found that the correlation between the determination of the location of the house and the purchase decision is 0.802. This means that the better the determination of the location of the house, the greater its role in determining the purchase decision. Relationships are very strong and have a positive direction. The correlation coefficient for house buying decisions and marketing communications is 0.727. This means that the correlation between marketing communications and house buying decisions is strong and positive.
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